The Parisian running store Distance recently ran a campaign, “Rob it to get it,” inviting customers – for one day only – to try their hand at stealing participating products if they could outrun the security guard. The catch? The security guard on the day of the promotion in Sept. happened to be French sprinter Méba-Mickaël Zeze, who can run the 100m in 9.99 seconds.
According to The Washington Post, the promotion was not advertised beforehand, and Distance placed the items that customers had tried to steal back on the shelves at a discount. The concept was the brainchild of the Paris advertising agency BETC.
A YouTube video of the day shows 74 customers attempting a steal, with only two winners.
Image source: BETC
