It is a privilege to be able to develop the campaign for Standard Chartered Singapore Marathon (SCSM) 2018, simply because it is undoubtedly the biggest marathon event in Singapore. The challenge is to set new expectations given that SCSM is already a household name since its inception in 2002. With this campaign, the event drew tens of thousands of athletes from 127 countries, pursuing their passion for running together as one. While it is hailed as the marathon of the year, the campaign aims to increase participation rate especially appealing to runners staying on the sidelines. To unite and give acknowledgment to the community of runners, we developed the concept of “Ours To Run” to deepen the bond and reach out to other runners to join the tribe. The idea is to shift the mindset of a marathon being overwhelmingly unachievable, reserved only for hardcore athletes to a personal journey of overcoming obstacles under the support and motivation of similar like-minded runners.