Mizuno challenged street runners to compete on a virtual racetrack, located between two bus stops in São Paulo. By accessing a mobile browser app, users were just one click away from a GPS-controlled speedway. The app tracked the times of all participants, displaying a live leaderboard.
The ‘King of the Streets’ had their photo displayed at the MUB bus stop until another runner beat their record.
AGENCY: F/Nazca Saatchi & Saatchi
CLIENT: Mizuno