| Title | Glass Legs 1 |
| Title (original language) | Mizuno Vidro 1 |
| Agency |
AlmapBBDO
|
| Campaign |
Mizuno Glass
|
| Advertiser |
Alpargatas
|
| Brand |
Mizuno
|
| Date of First Broadcast/Publication |
2003 / 3
|
| Product |
Mizuno Wave
|
| Business Sector | Shoes
|
| Tagline | Mizuno Wave. The world's best impact absorption technology. |
| Tagline (original language) | Mizuno Wave. A melhor tecnologia de amortecimento e estabilidade. |
| 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. |
| 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. |
| Media Type |
Magazine
|
| Market | Brazil |
| Creative Director |
Tales Bahu
|
| Creative Director |
Luiz Sanches
|
| Copywriter |
Sophie Schoenburg
|
| Copywriter |
Gustavo Sarkis
|
| Art Director |
Roberto Fernandez
|
| Account Director |
Fico Meirelles
|
| Account Executive |
Cristina Chacon
|
| Photographer |
Claus Stellfeld
|
| Agency Producer |
José Roberto Bezerra
|
