Waving is a divisive issue among runners. Some wave, some don’t. It’s a thing.
To launch Mizuno's new brand campaign, we created a long format video to give every kind of runner, waver and non-waver alike, plenty of reasons to wave. (And plenty of name recognition for Mizuno's proprietary "Wave" technology.)
The campaign gained tons of traction socially, as fans new and old gave their reasons for waving on Facebook, Twitter, and Instagram. Ground-level partnerships with Runners World, Competitor, and other industry publications led to entertaining and effective editorial content. And in-store signage and out-of-home executions made the creative platform work harder than ever. Finally, people were recognizing Mizuno Wave and choosing to take it for a run.