More than 300 runners.
Sydney Harbour turned into a live-action movie set for Paramount Pictures Australia launch of Mission: Impossible – The Final Reckoning via Hello.
More than 300 runners participated in a cinematic experience that blurred the lines between fiction and reality.
Hello managing partner Sam Kelly said that the campaign wasn’t a race but a mission.
“A mission made possible by the brilliant creative, event, social, talent and publicity team at Hello, and of course, our amazing clients at Paramount Pictures,” Kelly said.
With zero paid media and no public advertising, Hello seeded cryptic clues in digital forums and infiltrated run clubs across Sydney in the weeks leading up to the activation.
Those who cracked the code and made it to the start line were rewarded with a secret night run experience through tunnels, laneways, and harbourside paths.
“Thank you for continuing to back non-traditional bravery,” Kelly said.
The run completed with unexpected projections of Ethan Hunt, pulse-pounding soundscapes, and immersive theatrics.
“With thousands of social shares, influencer coverage, and appearances across major TV networks this is already proving how a world-class earned idea, made for a few, can reach millions,” Kelly said.
