MI8 RUN — Run Like Tom Cruise

For the Danish premiere of Mission: Impossible 8, Nordisk Film brought us in to create something that could build excitement around the film and turn the premiere into an experience of its own.

Our answer was MI8 RUN.

A running event through Copenhagen inspired by one of the most iconic things Tom Cruise does on screen: run. Really, really fast.

BEFORE THE RUN

We created the concept, identity, campaign and marketing around MI8 RUN, building anticipation in the lead-up to the premiere and inviting people to become part of the mission themselves.

Instead of simply telling people that Mission: Impossible 8 was coming, we gave them a mission to take part in.

RUN LIKE TOM CRUISE

On race day, we took the campaign into the streets of Copenhagen.

One of the key moments along the route was our Run Like Tom Cruise segment. The idea was simple: when runners hit the segment, normal running was over. It was time to run like Tom Cruise.

Arms pumping. Eyes forward. Full action-hero commitment.

A recognizable piece of Mission: Impossible culture became a physical experience people could take part in, capture and share.

THE FINISH LINE WAS THE PREMIERE

The route had one very deliberate destination: Imperial Cinema.

Runners finished their mission at the cinema, going directly from the streets of Copenhagen to the premiere of Mission: Impossible 8.

The run became the road to the premiere — literally.

FROM A RUN TO A NEWS STORY

The story didn't stop at the finish line.

TV 2 covered MI8 RUN in a news segment on the day, taking the activation from the streets of Copenhagen to a much wider audience.

Together, the event, campaign, media coverage and content surrounding MI8 RUN generated more than 3 million impressions.

And after race day, we kept the mission alive through content from the experience, including the race film — extending the campaign beyond the premiere itself.

3M+ IMPRESSIONS

One movie premiere. One mission through Copenhagen. 3M+ impressions. And a lot of people running like Tom Cruise.

Created for Nordisk Film by Thomas Dupont & Jacob Gliese.