AlmapBBDO , São Paulo

  • Avenida. Roque Petroni JR 999 3/5/6/7 Andares
  • São Paulo, Brazil 04707-010
  • Brazil
  • Phone: 11 2395-4000
  • Country Phone Code: 55

Mizuno - “Glass Legs 1”

São Paulo Alpargatas


TitleGlass Legs 1
TaglineMizuno Wave. The world's best impact absorption technology.
AgencyAlmapBBDO
AdvertiserSão Paulo Alpargatas
BrandMizuno
Product NameMizuno Wave
Product CategoryShoes
Campaign NameMizuno Glass
MarketBrazil
Country of ProductionBrazil
Date of First Broadcast/PublicationMarch 8, 2003
Media TypeMagazine
Creative Director Tales Bahu
Creative Director Luiz Sanches
Art Director Roberto Fernandez
Copywriter Sophie Schoenburg
Copywriter Gustavo Sarkis
Account Director Fico Meirelles
Account Executive Cristina Chacon
Agency Producer José Roberto Bezerra
Photographer Claus Stellfeld

Story

The campaign advertisements try to demonstrate the necessity of wearing Mizuno tennis shoes, with the best shock-absorption and stability technology, by means of illustrations in which the runners’ bodies are made of glass and, therefore, have to use the efficient system.

Concept

Those who run know that the knees, ankles, tendons and muscles suffer with the physical effort. If the tennis shoes do not have a high-tech impact absorption system, your body becomes as fragile as glass.

Problem

Mizuno disputes the high-performance segment in the tennis shoes market. The brands with the most advanced technology are in this premium segment. Athletes prefer Mizuno because it developed the Wave impact-absorption technology. These are plates in the form of waves over the sole that absorb the weight of the steps.