Peach
Hobby home page
Soundlounge
AdGreen
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

F/Nazca Saatchi Challenges Street Runners with 'It’s Time to Shine' Challenge

Creative 0 Add to collection

Agency takes to the streets with a unique challenge from sports brand Mizuno

F/Nazca Saatchi Challenges Street Runners with 'It’s Time to Shine' Challenge

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.



view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

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, Sportswear

lbbonline.com, Mon, 01 Aug 2016 15:56:53 GMT