Mizuno Case study The Lightest Ad Ever [video] by Talent Marcel

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The Lightest Ad Ever [video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Brazil
Agency Talent Marcel
Creative Director Alexandre Popoviski, Rodrigo Bombana
Art Director Felipe Lemes
Copywriter Ricardo Dolla, Arturo Marenda
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Print Bronze

Credits & Description

Advertiser: ALPARGARTAS
Agency: TALENT
Category: Best Use of Print
Advertising campaign: THE LIGHTEST AD EVER
Creative Director: Alexandre Nego Lee (Talent)
Copywriter: Arturo Marenda (Talent)
President: Marcio Utsch (Alpargatas)
Executive Media Director: Paulo Stephan (Talent)
Account Supervisor:: Rafael Barajas (Talent)
Copywriter: Ricardo Dolla (Talent)
Art Director: Felipe Lemes (Talent)
Chief Creative Officer: João Livi (Talent)
Media Director: Mauricio Almeida (Talent)
Creative Director: Rodrigo Bombana (Talent)
Effectiveness
On the day that the ad started to ran, the demand in the stores of São Paulo increased 46%. In Rio de Janeiro the demand increased 35%. The sales increased in every city that the ad ran. In a few days, Morelia Neo became a object of desire among the target audience.
Execution
In the biggest sports newspaper in Brazil, Lance!, we ran an ad full of holes. With less paper and a photo of Morelia Neo highlighted, consumers experienced in their hands the lightness they would have on their feet.
Strategy
Mizuno wanted to launch its lightest football boot ever, the Mizuno Morelia Neo. But in a market where every brand is communicating that they have a lighter football boot, Mizuno was hoping that people really experience this benefit. So, we created a media strategy with low investment but surprising enough to interact with the target audience and translate the main attributes of Mizuno Morelia Neo.