Cannes Lions

The 9'58 Biography

BETC/HAVAS, Sao Paulo / PUMA / 2019

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Overview

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Overview

Background

Puma was one of the first brands to believe in the athlete Usain Bolt, even before he became a legend. To celebrate the decade of Usain Bolt's 100m world record, we were asked to create a tribute as outstanding as the athlete.

Idea

To celebrate the decade of Usain Bolt's 100m world record, we created a biography that shows all the trainning and effort behind that mark. But Bolt's biography could not be an ordinary book. It had to be as fast as him. It’s a biography but it’s also a flipbook, showing an animation of 9.58s, recreating the iconic race. Literally, step by step, page by page, all the story behind the race. A unique tribute delivered to 100 racing fans and influencers, and especially handed over to Usain Bolt himself.

Strategy

The book is a complete biography of Usain Bolt, from his birth to the time he set the world record, sealing his name in history. It’s a result of many researches and long hours watching news about the athlete. In the book, we wrote about some details and curiosities that have been hidden from most of fans, revealing a side of the athlete that few people know.

Target - 100 athletes, fans and race influencers.

The biography sets an important moment for the brand and Bolt. It reinforces the historical relationship between the two, and helps to show the relevance of Puma as a partner and incentive for great athletes. The book was delivered to 100 athletes, influencers and racing fans. Best of all, the tribute was handed over personally to Bolt that attended the event himself. The best way to celebrate and perpetuate the biggest record of all times.

Execution

The 9’58”biography book it’s not a normal book. It’s a flipbok that features an animation that faithfully reproduces Usain Bolt's world record race. And to do that, we needed to illustrate all 9.58 seconds of the race, frame by frame. There are 224 pages from the start to the finish line. All pages illustrated, reproducing moments in the athlete's life, such as birth certificate, Bolt's name illustrated as a race track, lightning, among other elements. The biography book was given as a special and personalized gift for 100 athletes and runner influencers, and best of all, it was handed over to Usain Bolt himself. A tribute to a decade of the 100m world record and it happened during a PUMA event in Brazil, April 4th.

Outcome

The 9’58”biography sets an important moment for the brand and Bolt. It reinforces the historic relationship between the two, and helps show Puma's relevance as a partner and supporter of high-performance sport by sponsoring the greatest man of all time. The book was delivered to select 100 influencers and racing fans, closely linked to the race universe. In addition, the tribute was delivered personally to Bolt. The best way to celebrate and perpetuate the biggest feat in athletics track history.

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