Created by F/Nazca Saatchi & Saatchi, the films ‘Signs’ and ‘Baby
Carriage’ are the first spots from the advertiser’s institutional campaign and
will be shown on cable TV. The brand had not aired commercials on television
since 2008.
“Running is, above all, a sport with health benefits and is a way to
make friends, get to know your city, see new places and feel good about life.
This is the idea we’d like to convey with our new concept,” commented Rogério
Barenco, Manager at Mizuno in Brazil.
‘It’s Runderful’, a
combination of the words Run and Wonderful, expresses the positive voice of the
brand, speaking to the heart of all runners without forgetting high
performance. It is a concept that shows examples of how this sport provides
surprising and pleasant experiences.
According to Eduardo
Lima, Executive Creative Director at F/Nazca, “We want to show the wonderful
world of running, its characteristics, and curiosities. It is a very rich
universe that goes way beyond suffering, waking up early, overcoming obstacles.
Running is cool, it’s fun. Interesting things happen while you are running.”
The films for TV are
part of the ‘It’s Runderful’ campaign, but the concept may also be seen in
print media, with advertisements in major magazines, outdoor advertising, a
point-of-sale campaign, and digital activities.
In 2015, the brand
will promote two of its own races, which will include several audiences: the
Mizuno Half Marathon, (with new categories for pairs and the handicapped), and
Mizuno Uphill, a marathon that goes up the Serra do Rio do Rastro in Santa
Catarina. The brand also maintains sponsorship of Ironman Brazil and Wrun, a
women’s race, and repeats and increases its formula for success with the launch
of comfortable products with the latest technology.
#ItsRunderful