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With a population that revolves around four million runners, Brazil can be considered the second largest fitness market in the world. Moreover, Brazilians' interest in the running universe has been growing significantly.This passion has inspired PUMA’s new positioning in the category, bringing the brand even closer to street runners. With a campaign that was created by ad agency Peppery Comunic, the new Run Therapy concept will be presented to the world featuring one of the brand’s greatest assets: Usain Bolt. Watch the manifesto here: http://www.runtherapy.com.br/
“We realized that, to some people, running is so much more than a sport. It’s truly a therapy, and that was the hook that led to the creation of the concept and the campaign,” states Bruno Bernardo, Executive Managing Director of Peppery Comunic. The communications action will unfold in several ways, including activations in stores, a website for people to share their stories and even set up running groups. Run Therapy’s first steps started in November 2013, with a race activation sponsored by PUMA – an extensive workout that ultimately turned into a group therapy session, where running fans openly talked about their feelings and the reasons that led them to challenge the roads. Their testimonials became a documentary that worked as a teaser for the campaign that will air shortly. “This launch is a milestone for PUMA, for the brand intends to expand its performance in Running with high-tech products and reach out to both amateur and professional athletes,” adds Guilherme Pierri, CEO of Peppery Comunic.
Media: Thais Altschuller |
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