The company, aiming to improve the lives of many via technology, used sound to allow Widegren to run in a straight line, unassisted. To Widegren, this is the definition of freedom and independence.
"The Impossible Run" came to fruition when Lexter created an invisible sound corridor that enables a blind person to run via hyper-directional sound. A wall was built that enables different sounds on the left and right of athletes, enabling them to be aware of their surroundings and stay inside the sound wall to run freely.
McCann Stockholm created the campaign.