The London Commute™: A product created by Corporate Modernity LLC.
As you use this product, you may notice the soul being ripped directly from your being.
And a compulsion to do everything in your power to distract yourself from the reality of this objectively terrible experience.
The Commute is perhaps the most notorious symbol of the soullessness of modern life.
And at the top of this pyramid of modern misery: The London Underground (aka THE RAT KING).
The London Underground is what ARC PROJECT call an 'absurd system'.
We define this as a framework, institution, or set of rules that functions completely illogically or meaninglessly while demanding compliance as if it were rational.
Absurd systems are the most potent working material for ARC PROJECT in our pursuit to forcibly interrupt the everyday of millions of people--
--and rebel against the greyness that these systems create.
So, the challenge: how do interrupt the absurd system that is the London Underground at scale?
Our idea: create the most complex ultra marathon in the world by turning the entire London Underground Network into an ultra relay race track.
'How the **** do you do that?' I hear you say. Good question.
Here is a pretty graphic to explain:
Result: 200 runners hurtling through tube stations, platforms and carriages. Across rammed London streets on the busiest shopping day of the year -- causing all sorts of chaos and mayhem.
Every single line, every single station; from Cockfosters to Heathrow Terminal 4--
--200 living and breathing billboards of the ARC PROJECT philosophy forcibly interrupting the lives of thousands of Londoners.
The next day: standalone feature in the London Standard. 3M+ impressions on social media. Mission: success.
Our rebellion is gaining speeeeeeed. But we must go BIGGER, wilder, more audacious. Just wait and see.
Up next: AP4
Arc Project