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 PUMAâs 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 brandâs greatest assets: Usain Bolt. Watch the manifesto here: http://www.runtherapy.com.br/
âWe realized that, to some people, running is so much more than a sport. Itâs truly a therapy, and that was the hook that led to the creation of the concept and the campaign,â 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 Therapyâs first steps started in November 2013, with a race activation sponsored by PUMA â 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.
âThis 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,â adds Guilherme Pierri, CEO of Peppery Comunic.
Category: Sportswear
Altermative Title: #RUNTHERAPY - Eu sou a rua, sua melhor terapeuta.
Media: TV
URL: http://www.runtherapy.com.br/
Client: Puma
Agency: Peppery Comunic
Production: Conspiração Filmes
Country: Brazil
Creative Director: Marcelo Moura and Thiago Lins
Art Director: Felipe Branquinho
Copywriter: Bruno Varandas
Producer: Conspiração Filmes
Head of Art: Rodrigo Curvo
Planner: Bruno Bernardo and Leandro Lange
Account team: Guilherme Pierri and Caroline Fadel
Media: Thais Altschuller
Soundtrack: Marroquino Music
Client Approval: Rafael Gallego, Barbara Valente and Caio Salles