Hasta La Creative!

F/Nazca Saatchi & Saatchi launched a new campaign for Mizuno, entitled “It’s Runderful,” which brings the brand back to TV with its first broadcast ads since 2008.

The pair of 30-second ads use two different scenarios to introduce the “It’s Runderful” platform and tagline. In “Baby Carriage,” viewers are presented with what initially looks like a baby carriage speeding down a hill out of control. Viewed from the first person, the carriage is about to approach an intersection and imminent danger when it is revealed that it is, in fact, being pushed by a running mother. The reveal is slow, as the camera focuses on her shoes and slowly pans up. “Signs,” meanwhile, presents a pair of running buddies, as they ignore signs such as those informing them not to turn and to slow down. The broadcast spots are supported by print, digital, OOH and point-of-sale initiatives.

“We want to show the wonderful world of running, its characteristics, and curiosities,” explained Eduardo Lima, executive creative director at F/Nazca Saatchi & Saatchi, in a statement. “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.”

Credits:

AGENCY: F/Nazca Saatchi & Saatchi

CLIENT: Alpargatas

PRODUCT: Mizuno

DURATION: 2×30

TITLE: “Signs” | “Baby Carriage”

1st AIRING: 3/20/2015

GENERAL CREATIVE DIRECTORS: Fabio Fernandes | Eduardo Lima

CREATIVE DIRECTORS: Rodrigo Castellari | Pedro Prado

CREATION: Eduardo Lima | Rodrigo Castellari | Pedro Prado

ACCOUNT MANAGEMENT: Marcello Penna | Thiago Iusim | Andrea Almeida | Maria Eduarda Navarro

MEDIA: Fabio Freitas | Maurício Almeida | Luana Gallizzi | Henrique Fogaça | Gabriela Guedes

PLANNING: José Porto | André Foresti | Danilo Lima | Gabriela Sanchez | Flavia Nogueira

RTV: Victor Alloza | Renato Chabuh | Gisele Campos | Maira Massullo | Rafael Paes

FILM PRODUCTION: Landia

SCENE DIRECTOR: Rodrigo Saavedra

ART DIRECTOR: Cecilia Guerriero

DIRECTOR OF CINEMATOGRAPHY: Pierre De Kerchove

EXECUTIVE PRODUCERS: Carolina Dantas | Sebastian Hall

ASSIST. EXECUTIVE PRODUCER: Marcelo Maximo

POST PRODUCTION/EDITTING: Nash/ Clan VFX

SOUND PRODUCTION: Satélite Áudio

MAESTRO: Equipe Satélite

ART BUYERS: Juliana Gardim |  Edna Bombini

PHOTOGRAPHY: Thierry Des Fontaines

ILLUSTRATION: Gabriel Guedelha

GRAPHIC PRODUCTION: Jomar Farias | Leandro Ferreira

PROJECT MANAGEMENT: Aline Verissimo | Luiz Ortega

CONTENT: Renato Pazikas

CLIENT APPROVAL: Marcio Utsch | Rui Porto | Fernando Beer | Rogério Barenco | Mariana Pires | Tereza Amorim