|Title||The 9'58 Biography|
|Agency||BETC São Paulo|
|Campaign||The 9'58 Biography|
|Date of First Broadcast/Publication|
|Business Sector||Apparel, Fashion & Footwear|
|Philosophy|| In order to celebrate the 10th anniversary of Usain Bolt's 9.58-second world record on the 100m dash, BETC/Havas partnered with PUMA to create a biographical book in tribute to the athlete. The book titled "The 9’58 Biography" recounts the most memorable events in Bolt's life that led him to break the world record in 2009.|
In its 224 pages, the book presents interesting facts from the career of the fastest runner in history, based on research conducted by the advertising agency. But what really makes this work stand out is the animation readers see when they quickly flip the pages, causing "The 9’58 Biography" to reproduce Bolt's 9.58-second run, in 224 frames. A fun way to show that, behind each step in the world's fastest run, there is a long story of effort, dedication, training and sweat.
The “9’58 Biography” was created especially as a gift to Usain Bolt. The sprinter was surprised with a copy of the book during an event promoted by PUMA in São Paulo, in which the brand also launched its new PUMA Hybrid NX shoe. Bolt was moved by the gift as he flipped through the book and expressed his appreciation. Seventy other athletes and influencers present at the event also received copies of the book and proceeded to share them on their social networks.
|Media Type||Branded Book|
|Creative Director||Alexandre Kazuo|
|Creative Director||Lucas Ribeiro|
|Brands & Business||Camila Nakagawa|
|Brands & Business||Giovana Degen|
|Brands & Business||Camilla Steiman|
|Channels & Engagement||Carlinha Gagliardi|
|RTV Production||Anna Ferraz|
|RTV Production||Mari Goebel|
|Graphical Production||Gilmar Souza|
|Graphical Production||Carlos Valeriano|
|Final Art Work||Plínio Junior|
|Executive Producer||Maria Reser|
|Production Coordinator||Julia Jubileu|
|Audio Post Production||Squad|
|Music Score||Gustavo Boralli|
|Executive Producer||Dario Forghieri|
|Sound Editor||Hans Zeh|
|Client Services||Zi Nammur|
|Event Conception||Versão Beta|
|Client Approval||Fabio Kadow|
Advertising creative genetically predisposed to writing. The O in...
Liz Taylor is a unique creative leader, with a relentless drive f...
I got a journalism degree because I wanted to be an investigative...
Adrian started at Saatchi and Saatchi before moving to BBH where...
A working class lad from the North of England. Lucky enough to w...
Fabrice Delacourt and Olivier Desmettre began their careers at Lo...
Lola created the "Cabaret Versatile", a French cabaret traveling...
Born in Argentina, and having lived and worked in New York, Bueno...