18: CRAFT (Craft Campaign (any media))
The 9'58 Biography - PUMA Br
The 9'58 Biography
|Title of Entry:||The 9'58 Biography|
|Product/Service:||The 9'58 Biography|
|Entrant Company:||BETC São Paulo|
|Creative Agency:||BETC São Paulo|
|Duration of Entry:||01:25|
|Craft Leader(s):||Andrea Siqueira|
|Role:||Executive Creative Director|
|Chief Creative Officer:||Erh Ray|
|Creative Director:||Alexandre Kazuo, Lucas Ribeiro|
|Art Director:||Alexandre Kazuo|
|Account Manager:||Camila Nakagawa, Giovana Degen, Camilla Steiman|
|Producer:||Executive Production: Maria Reser; Production Coordinator: Julia Jubileu|
|Date of Release:||2019-04-01|
|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.
|Post Production Company:||CEGO|
|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|
|Other Credits:||Photography: Victor Ponce, Genga Estúdio|
|Other Credits:||Designer: Diego Brito; Assembly: Daniel Levenhagem|
|Other Credits:||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|