Mizuno challenged street runners to compete in a virtual racetrack, located in São Paulo between 2 bus stops. Accessing a mobile browser app, users were one button away from a GPS-Controlled Speedway. Keeping track of all participants time, a ranking was presented. The king of the road had his photo displayed on the bus stop, until someone else beat his record.
AGENCY: F/Nazca Saatchi & Saatchi