Sweat & Tears, vital parts of life, mentally and physically.
Depression makes you static, makes you feel like you can’t change or improve - exercise gets you moving, makes you feel like you can run that metre, that mile, that marathon.
And as a runner, hydration is fundamental. It’s our grounding, our fuel, and our companion. Buxton doesn’t just hydrate your body, it hydrates your mind.
Over the last few years, I have been a lead creative on Buxton’s Sweat & Tears campaign, writing, producing and directing hero films, social video and event activations.
It has been a professional pleasure to work with Buxton & Mind to promote a healthy heart and a healthy head. Here are some of my favourites...
THE ROUTE
The Route is a 60s Hero film for Sweat & Tears, following our hero from despair to elation. A journey that shows the struggle everyday - the victories, but also the failures. It's not about winning, it's about trying everyday.
The Route transforms Buxton from a bottle of water to a guardian of mental health, a constant companion you can reliable to help you rise up, and get moving. The figurehead for fortitude, progression and wellbeing.
SIDE-BY-SIDE
No-one should suffer alone, so our runners shouldn’t either. Promoting Mind’s online Side-By-Side platform, connecting those struggling with their mental health with friends, mental health experts and even strangers, we gave the opportunity to 3 of our Buxton Runners to run side-by-side with a friend or stranger for Mile 24 of the TCS London Marathon.
The activation was a huge sucess for Buxton, Mind, and London Marathon events, making both a massive impact on social, and building a foundation for Buxton as a champion of mental health.
RISE-UP-RUNNERS
A Pakistani student, a corrections officer & and girl who ran back from the brink - 3 of our Buxton runners, bringing to life real stories of mental health & perseverance.
Each story was uniquely presented, in close collaboration with the contributors and Mind. I also facilitated a partnership with These Girls Run, one of the biggest running clubs in the UK, promoting Buxton as proud to support Sweat & Tears both in training and on race day.
The campaign was a huge success across multiple platforms in different lengths and formats, scoring 100% on CreativeX. The collaboration with These Girls Run saw the highest engagement of that year.
