A new Mizuno campaign from F/Nazca Saatchi & Saatchi features a unique way of challenging and honoring street runners: the “It’s Time To Shine Challenge” connected cell phones, digital street furniture and social media to offer an unprecedented experience to Brazilian runners. In the challenge, runners used their cell phones to turn the distance between two bus stops into a racetrack, and anyone putting in a great performance on the improvised track became King or Queen of the road, with the photo of the fastest runner projected onto digital screens at bus stops, until someone beat their time.
To participate, all you had to do was go to the track — between Gates 6 and 7 of Ibirapuera Park in São Paulo — and access the querobrilhar.com website by cell phone. After connecting to one of the bus stops, the person needed to run 450 meters to the other stop.
"This was another innovative initiative by Mizuno to surprise street runners and help them shine even more. Our idea was to support and promote the practice of running - one of the most democratic forms of exercises," says Rogerio Barenco, executive manager at Mizuno in Brazil.
On the official website of the challenge runners could see the ranking of the day and overall ranking, compare running stats, and challenge friends.
“Running on the street is part of the life of runners. What we did was imagining a virtual track and make it real” adds Theo Rocha, Creative Director for F/Nazca Saatchi & Saatchi.
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Account Management: Ricardo Forli | Andrea Almeida | Julia Marquezi
Creative Agency: F/Nazca Saatchi & Saatchi
Digital Director: Aline Verissimo
Digital Producer: Santa Transmedia
Director of Integrated Production: Juliana Hasegawa
Executive Creative Director: Fabio Fernandes
Planners: André Foresti | Gabriela Sanchez
Social: Bold Conteúdo
Tech Lead: Jota Russo
Technology: Marcelo Arteiro
UX: Thiago Oliveira
Creatives: Marcelo Rosa | Isabelle De Vooght | Rafael Rosa
Categories: Clothing and Fashion, Sportswearlbbonline.com, Mon, 01 Aug 2016 15:56:53 GMT