For the sixth year running, Coffee Creative proudly partnered with Medshield Medical Scheme as their integrated marketing agency for the Pirates 21K 2026 – and this year, we elevated the experience even further.
Working closely with Medshield and the Pirates Road Running Club, we brought the brand to life across every touchpoint – from the race’s refreshed look and feel to on-route branding and real-time digital coverage. With over 6,000 runners on the start line, the 2026 event was more than a race; it was a powerful showcase of community, endurance and integrated brand storytelling in action.
The challenge
With over 6,000 runners on the start line, the Pirates 21K is a high-energy environment where every detail matters. For Medshield, the brief wasn’t simply to show up as a sponsor – but to show up with purpose.
Our objective was clear: create a bold, cohesive brand presence that runners would experience before, during and after the race – both on the ground and online. Not just race branding, but a fully integrated brand experience that positioned Medshield as part of every runner’s journey.
6,000 runners.
One cohesive brand presence.
Zero missed moments.
The process
Creating a lasting impression for your customers often hinges on the details. At Coffee Creative, we understand that the devil is indeed in the details, which is why our turnkey.
01
Strategy & Creative Direction
Every great race experience starts long before race day.
As Medshield’s integrated marketing agency, we refined the strategic direction for the 2026 Pirates 21K and developed a refreshed, cohesive look and feel. From race and crew shirts to medals, winners’ cheques and branded collateral, every element was designed to deliver a unified, performance-driven brand experience.
02
Production & Brand Integration
With the creative direction locked in, execution was key.
We rolled out the full event branding from start to finish — including new on-route signage that motivated runners while reinforcing Medshield’s presence. Every element was produced and delivered to the highest standard, bringing the brand to life for over 6,000 participants.
03
Live Coverage & Real-Time Storytelling
Race day is where strategy meets speed.
With our full team on site from 3:30am, we captured and delivered real-time coverage across Medshield and Pirates’ platforms. In one day, we published 162 feed posts and 74 stories, generating over 269,000 Instagram views and measurable audience growth.
The Outcome
The Pirates 21K 2026 delivered impact both on the ground and online.
Runners
Instagram Views
Feed Posts
With over 6,000 runners participating and a fully integrated brand presence across every touchpoint, Medshield showed up with purpose and energy. Our race-day coverage generated 269,570 Instagram views, 162 feed posts, 74 story posts and 78 new followers in a single day — amplifying the event far beyond the finish line.
Final Thoughts
Six years in, the Pirates 21K has become more than an event on the calendar, it’s a benchmark for what true brand integration looks like.
From designing the race identity and every physical touchpoint, to deploying a full production team on site before sunrise, to publishing over 200 pieces of content in a single day – this was strategy, creativity and execution working in sync.
Seeing our CEO take on the route, ambassadors activating on course and thousands of runners engaging with the brand both on the ground and online was a reminder of why we do what we do.
When a brand shows up consistently, authentically and at scale, it doesn’t just sponsor a race.
It earns its place in the journey.
