Mizuno Print The lightest ad ever. by Talent Marcel

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The lightest ad ever.

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency Talent Marcel
Executive Creative Director Joao Livi
Creative Director Alexandre Popoviski, Rodrigo Bombana
Art Director Felipe Lemes
Copywriter Ricardo Dolla, Arturo Marenda
Photographer Mario Coelho
Released April 2013

Awards

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

Credits & Description

From Talent, Brasil print for Mizuno
Category: Entertainment & leisure
Client: Mizuno
Agency: Talent, São Paulo
Country: Brazil
Executive Creative Director: Joao Livi
Creative Director: Alexandre Popoviski e Rodrigo Bombana
Art Director: Felipe Lemes
Copywriter: Ricardo Dolla e Arturo Marenda
Agency Producer: Ingo Santos
Photographer: Mario Coelho
Results and 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.

Creative 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.

Insights, Strategy and the Idea


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.