Mizuno, the Japanese sportswear brand, challenged street runners in Brazil to compete and improve their speed by creating a virtual racetrack of the distance between two bus stops.
To participate, runners went down to the track, between Gates Six and Seven of Ibirapuera Park in SÃ£o Paulo, the one of the largest parks for running in Brazil. There, they needed to access the "It's time to shine" (querobrilhar.com) website via their cell phone, and after connecting to one of the bus stops, run the 450 meters to the other stop. Whoever put in the best performance on the improvised track became King or Queen of the road, with their photo projected onto digital screens at bus stops, until someone else beat their time.
Runners could see the rankings of the day and overall ranking, compare running stats, and challenge friends all at the campaign website. F/Nazca Saatchi & Saatchi developed the campaign, and Otima created the street furniture.