AlmapBBDO São Paulo, Brazil Full Service

AlmapBBDO Creative Work

Title "Glass Legs 2"
Title (original language) "Mizuno Vidro 2"
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.
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.
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.
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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