São Paulo, Brazil
TitleGlass Legs 3
Title (original language)Mizuno Vidro 3
Campaign Mizuno Glass
Advertiser São Paulo Alpargatas
Brand Mizuno
Date of First Broadcast/Publication
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.
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.
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.
Media Type Magazine
Market Brazil
Creative Director
Creative Director
Art Director
Account Director
Account Executive
Agency Producer

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