Mizuno Turns a Sidewalk Into a Virtual Racetrack for Street Runners

Mobile Tech Turns Space Between Two Bus Stops Into a Time Trial

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Mizuno, the Japanese sportswear brand, challenged street runners in Brazil to compete and improve their speed by creating a virtual racetrack of the distance between two bus stops.

To participate, runners went down to the track, between Gates Six and Seven of Ibirapuera Park in São Paulo, the one of the largest parks for running in Brazil. There, they needed to access the "It's time to shine" (querobrilhar.com) website via their cell phone, and after connecting to one of the bus stops, run the 450 meters to the other stop. Whoever put in the best performance on the improvised track became King or Queen of the road, with their photo projected onto digital screens at bus stops, until someone else beat their time.

Runners could see the rankings of the day and overall ranking, compare running stats, and challenge friends all at the campaign website. F/Nazca Saatchi & Saatchi developed the campaign, and Otima created the street furniture.

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Aug 03, 2016
F/Nazca Saatchi & Saatchi
Executive Creative Director:
Fabio Fernandes
Creative Director:
Theo Rocha
Marcelo Rosa
Isabelle de Vooght
Rafael Rosa
Account Manager:
Ricardo Forli
Account Manager:
Andrea Almeida
Account Manager:
Julia Marquezi
Mauricio Almeida
Luana Gallizzi
Karen Kimura
Gabriela Guedes
Guilherme Reggiani
Andre Foresti
Gabriela Sanchez
Digital Operations Director:
Aline Verissimo
Project Manager:
Vivian Mo
Project Manager:
Beatriz Andreucci
Social Strategy:
Bold Conteúdo
Insights Director:
Willian Zanette
Insights Assistant:
Veronica Zanuzzo
Technology Director:
Jota Russo
Director of Integrated Production:
Juliana Hasegawa
Thiago Oliveira
Marcelo Arteiro
Digital Producer:
Santa Transmedia
Client Approval:
Rui Porto
Client Approval:
Eliana Vilches
Client Approval:
Fernando Beer
Client Approval:
Rogerio Barenco
Client Approval:
Mariana Pires
Client Approval:
Tereza Amorim

See more credits

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