The 9'58 Biography - PUMA Br
The 9'58 Biography

Shortlist

Title of Entry:	The 9'58 Biography
Brand:	PUMA Br
Product/Service:	The 9'58 Biography
Client:	PUMA Br
Entrant Company:	BETC São Paulo
Creative Agency:	BETC São Paulo
Craft Leader(s):	Andrea Siqueira
Role:	Executive Creative Director
Creative Director:	Alexandre Kazuo, Lucas Ribeiro
Art Director:	Alexandre Kazuo
Designer:	Diego Brito
Copywriter:	Lucas Ribeiro
Chief Creative Officer:	Erh Ray
Sector:	APPAREL
Account Manager:	Camila Nakagawa, Giovana Degen, Camilla Steiman
Illustrator:	Alexandre Kazuo
Date of Release:	2019-04-01
Photographer:	Victor Ponce, Genga Estúdio
Notes:	Puma was one of the first brands to believe in the athlete Usain Bolt, even before he became a legend. In 2009, Usain Bolt broke the 100m world’s record and made history. But behind this incredible mark, there is a lot of sweat, training and effort. In 2019, ten years later, we wanted to tell this story, showing an angle that few people know. A tribute so outstanding as the world's fastest man. We created a book, not a normal book, a book as fast as the fastest man in the world, a flip book with his biography in it, showing an animation of 9.58s, recreating the iconic race. Literally, step by step, the whole story behind the race. The Bolt’s biography features 224 illustrated pages. Each of them represents one frame out of all frames from the 9.58 seconds of the 100m world record. All of the 224 pages have a different design, which relates specifically to the text that is written there. That is why they all bring unique typographies, thought and created to be different and draw attention to the text. The book was delivered during an event to a hundred of athletes, fans and race influencers. Best of all: Usain Bolt himself came to the event April 4th, 2019, and received the book and the tribute to him.
URL Link (optional):	https://youtu.be/cAfWHoTJEBs
Other Credits:	ECD: Andrea Siqueira
Other Credits:	Media: Carlinha Gagliardi
Other Credits:	Strategy: Agatha Kim
Other Credits:	RTV Production: Mari Goebel, Anna Ferraz; Graphical Production: Gilmar Souza, Carlos Valeriano; Final Artwork: Plínio Junior
Other Credits:	Publishing Company: P+E; Production Company: CEGO
Other Credits:	Director: Daniel Levenhagem; Executive Production: Maria Reser; Production Coordinator: Julia Jubileu
Other Credits:	Post-production: CEGO; Assembly: Daniel Levenhagem
Other Credits:	Audio Production: Squad; Musical production: Gustavo Boralli; Executive production: Dario Forghieri; Sound engineer: Hans Zeh; Account: Zi Nammur
Other Credits:	Event conception: Versão Beta
Other Credits:	Advertiser: Fabio Kadow