AlmapBBDO São Paulo, Brazil Full Service

AlmapBBDO Creative Work

Title "Glass Legs 1"
Title (original language) "Mizuno Vidro 1"
Agency AlmapBBDO
Campaign Mizuno Glass
Advertiser São Paulo Alpargatas
Brand Mizuno
Date of First Broadcast/Publication 3/2003
Product Mizuno Wave
Business Sector Shoes
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.
Problem (original language) Mizuno disputa o segmento de alta performance no mercado de tênis. Nesse segmento premium estão as marcas com tecnologia mais avançada. Mizuno é o preferido por atletas porque desenvolveu a tecnologia Wave de amortecimento de impacto. São placas em forma de onda sobre a sola que absorvem o peso das passadas.
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.
Story (original language) Os anúncios da campanha procuram demonstrar a necessidade de utilizar os tênis Mizuno, com a melhor tecnologia de amortecimento e estabilidade através de ilustrações em que os corpos de corredores são de vidro e, portanto, têm de utilizar o eficiente sistema.
Philosophy 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.
Philosophy (original language) Quem corre sabe que joelhos, tornozelos, tendões e músculos sofrem com o esforço físico. Se o tênis não tiver um sistema de absorção de impacto de alta tecnologia, seu corpo fica tão frágil como o vidro.
Tagline Mizuno Wave. The world's best impact absorption technology.
Tagline (original language) Mizuno Wave. A melhor tecnologia de amortecimento e estabilidade.
Media Type Magazine
Market Brazil
Creative Director Mr. Tales Bahu
Creative Director Mr. Luiz Sanches
Art Director Mr. Roberto Fernandez
Copywriter Mrs. Sophie Schoenburg
Copywriter Mr. Gustavo Sarkis
Account Director Mr. Fico Meirelles
Account Executive Mrs. Cristina Chacon
Agency Producer Mr. José Roberto Bezerra
Photographer Mr. Claus Stellfeld

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