Gilmar Souza
Graphic Production at Havas São Paulo
São Paulo, Brazil
TitleThe 9'58 Biography
Campaign The 9'58 Biography
Advertiser Puma
Brand PUMA
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
Creative Director
Brands & Business
Brands & Business
Brands & Business
Channels & Engagement
RTV Production
RTV Production
Graphical Production
Graphical Production
Final Art Work
Production Company
Executive Producer
Production Coordinator
Post Production
Audio Post Production
Music Score
Executive Producer
Sound Editor
Client Services
Event Conception
Client Approval

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