- BRAND
- COMPANY
REAL HUMAN
RACE
Original Seoul format, created and led in-house by Myounghee Kang
START WITH
A SHARED PACE
World wanted to make its idea of being human tangible to young Korean audiences. Seoul’s running culture offered a shared ritual: people showing up, moving together and feeling a collective energy.
The goal: turn that energy into participation with World. I created a programme with six Seoul running communities, making verified the starting point for a run together.
Runners tried the product, shared their experience, and the Seoul format later travelled to London.
SIX COMMUNITIES
MOVING AS ONE
Six Seoul running communities came together at Cavehouse. The experience connected digital proof of being human with something you could feel: a room full of people, moving as one.
YOUR ID
YOUR STARTING LINE
After creating an -verified World ID, runners used it for a QR check-in to receive their Real Human Kit. They changed into their gear, warmed up together and headed out as a group.
- 01 Create an Orb-verified World ID
- 02 Check in by QR with that ID
- 03 Collect the Real Human Kit & change
- 04 Warm up & run together
KIT UP
FEEL PART OF IT
World-branded sportswear, socks, a bag and an energy drink equipped runners for the morning. Collecting the kit and changing together turned verification into a shared, physical experience.
THE RUN
KEPT TRAVELLING
Running and lifestyle creators joined the warm-up and group run, then shared the energy in their own voice. Playful running copy and photo moments gave them a recognisable campaign setting to make their own.
THE DAY
IN THEIR OWN FRAMES
From the group selfie to the streets — the day through the eyes of the people running together.
Selected creator Reels and event-day Stories
MORE THAN A MORNING RUN
- Product participation
Runners completed Orb verification as part of the experience.
TRACKED THROUGH / Event attendance and completed Orb verifications- Community sharing
Creator films and participants’ own Stories extended the campaign beyond the event.
TRACKED THROUGH / Creator reach and engagement, participant posts and organic sharing
A SEOUL IDEA
A LONGER RUN
The original Seoul format was later brought to London as Real Human Run. Tokyo is another edition in the wider World running series.
London and Tokyo were delivered by their local teams and partners. My role covered the original Seoul concept and delivery.
Photography: Claudia Adams
Photography: Claudia Adams
Image: World ↗
MADE POSSIBLE
TOGETHER
- BRAND
- WHEN & WHERE
- 18 May 2025
Cavehouse, Yongsan, Seoul - MY ROLE
- Myounghee Kang, in-house at
Original concept and programme design, running crew and creator coordination, production direction and event delivery with local partners, campaign review - MADE WITH
- Six Seoul running communities, local agency and production partners, running and lifestyle creators