Mizuno Turns a Sidewalk Into a Virtual Racetrack for Street Runners
Mobile Tech Turns Space Between Two Bus Stops Into a Time Trial
Editor's Pick
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 São 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.
Credits
- Date
- Aug 03, 2016
- Brand :
- Mizuno
- Client :
- Mizuno
- Agency :
- F/Nazca Saatchi & Saatchi
- Executive Creative Director :
- Fabio Fernandes
- Account Manager :
- Ricardo Forli
- Account Manager :
- Andrea Almeida
- Account Manager :
- Julia Marquezi
- Media :
- Mauricio Almeida
- Media :
- Luana Gallizzi
- Media :
- Gabriela Guedes
- Media :
- Guilherme Reggiani
- Planning :
- Andre Foresti
- Planning :
- Gabriela Sanchez
- Digital Operations Director :
- Aline Verissimo
- Project Manager :
- Vivian Mo
- Project Manager :
- Beatriz Andreucci
- Social Strategy :
- Bold Conteúdo
- Insights Director :
- Willian Zanette
- Insights Assistant :
- Veronica Zanuzzo
- Technology Director :
- Jota Russo
- Director, Integrated Production :
- Juliana Hasegawa
- UX :
- Thiago Oliveira
- Technology :
- Marcelo Arteiro
- Digital Producer :
- Santa Transmedia
- Client Approval :
- Rui Porto
- Client Approval :
- Eliana Vilches
- Client Approval :
- Fernando Beer
- Client Approval :
- Rogerio Barenco
- Client Approval :
- Mariana Pires
- Client Approval :
- Tereza Amorim
- Creative Director :
- Theo Rocha
- Media :
- Karen Kimura
- Creative :
- Marcelo Rosa
- Creative :
- Isabelle de Vooght
- Creative :
- Rafael Rosa
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