As the final campaign of the year, the goal of the launch was to encourage people to achieve their end-of-year goals before the year concludes. Since there are no significant obstacles hindering the practice of running, and considering its enormous health benefits, all of this was linked to the sale of a unique set accompanied by an exclusive pocket belt.
Nowadays, Track&Field is one of the main importers of HOKA shoes in Brazil, a French brand that is currently under the control of an American group. HOKA has become a bestseller among the running community. As part of our strategy for this launch, we aimed to promote the use of these shoes in conjunction with our collections. Additionally, we sought to encourage the sale of products from Track&Field's marketplace, TFmall.
Creating the campaign
As a "challenge" I set for myself, I decided to create the initial concept of the campaign to practice my writing and narrative creation skills. The first challenge was to find a different way to talk about running, so emphasizing the well-being aspect without explicitly mentioning the word became a central point guiding the project. Connecting it with the idea of end-of-year goals emerged during brainstorming sessions with the team.
Another interesting aspect of the campaign was the production, as it was done remotely on a Sunday, a new challenge since directing a remote production is always a delicate and complex task. I am writing this page while the campaign is being aired, and it is performing exceptionally well. We have over 5 million views on Instagram, and the video is playing in almost every store in the country.
Resumo
As the final campaign of the year in 2023, launched between Christmas and New Year's, one of the company's main focuses was to conclude the year with something beautiful, something that was successfully delivered.
Ficha técnica
Direção de criação
Bruna Torres
Direção de arte
Guilherme Buzzo
Designers
Danielly Monteiro
Renata Alessandre
Kimie
Estratégia de Social
Renata Delgado
Tainá Coronatte
