Dubai is a city obsessed with speed. There is also a huge culture revolved around fitness and running. We decided to take the idea of the ‘speed camera’ used to fine people moving too quickly and turn it on it’s head. By erecting ‘good speed cameras’ in areas of high running footfall we would catch people and reward them if they are running over a certain speed.

A purpose built app or ‘running license’ gives the runner a way of tracking their speed, they can also find out the location of the Department of Speed cameras and find out what rewards they can earn buy boosting their speed. Auto posting to their social networks was a great way to challenge friends to beat their speeds and encourage other runners to sign up.