F/Nazca Saatchi & Saatchi and Nike team up for a campaign to encourage running among Brazilians. The frenetically edited spot almost reads like a PSA, depicting running as an addiction that is actually good for your body.
The integrated campaign features a hashtag, #coisadaboa (#goodstuff), that was introduced in a teaser for the campaign. Stickers featuring the hashtag were put up in clubs in Brazil, along with newspaper ads, radio and tv interruptions announcing the arrival of the "good stuff" along with a telephone number. Curious fans that rang up heard a message announcing that something new was coming.
The great reveal came in the film, which was shown on television, online and in movie theaters. There are also inserts in youth magazines and a social media strategy that includes Foursquare geolocation actions where Nike is offering free training for those wanting to get addicted to running.