The Running Billboard

In a city overloaded with static billboards, iQIYI, a challenger streaming platform in Thailand needed a way to launch Running Man Thailand without outspending competitors. The challenge was to create impact in one of the most cluttered outdoor environments in the world. Instead of placing another billboard, we created one that could move. The Running Billboard was a human-powered installation carried by seven people, mirroring the seven cast members of the show. It traveled across Bangkok's busiest streets and iconic landmarks, transforming the entire city into a promotional running track.

iQIYI, a streaming platform in Thailand, set out to break through a landscape dominated by large-scale media spending, especially in Bangkok, where over a million billboards compete for attention. As a challenger brand, it went head-to-head with major players in a category driven by media power. For the launch of Running Man Thailand, a show defined by speed and constant movement, iQIYI saw an opportunity to go beyond conventional advertising and bring the show's DNA to life in a more immersive way. Thai audiences naturally engage with unexpected, real-world experiences that disrupt routine and spread across both physical and social spaces. Instead of relying on traditional outdoor placements, iQIYI turned the show's core idea into the medium itself.

The Running Billboard is a human-powered moving billboard designed to promote Running Man Thailand. Carried by seven people to reflect the show's cast, the structure traveled across Bangkok's busiest streets and iconic landmarks. Instead of staying in one location, the billboard moved through the city, bringing the message directly to people in their everyday environments. As it ran through different areas, it created unexpected encounters and moments of surprise for pedestrians, commuters and drivers. The activation transformed the city itself into a live promotional space, where advertising was no longer fixed but constantly in motion.

The campaign generated widespread attention both on the streets and online, turning a low-media approach into high-visibility impact. It achieved #1 trending on X in Thailand and reached #7 worldwide, demonstrating its ability to travel beyond physical space into global conversation. With over 67 million reach, the campaign significantly expanded awareness for Running Man Thailand without relying on traditional paid outdoor placements. It also drove strong audience engagement, as people not only witnessed the activation in real life but actively shared it across social platforms. Most importantly, it helped position the show as a cultural moment at launch, contributing to it becoming one of the most-streamed variety shows in Thailand.