Branded Entertainment is not big in Brasil yet. Most brands are still investing big money in 30” spots on TV. But as wonderful as the glitz and glam of superstar-laden campaigns can be, it’s always refreshing to see a piece of work from a sports brand that celebrates real people, in an authentic, believable way. This is the kind of content our target wants to see. This is the kind of stuff that inspire them. So we started a very sophisticated content strategy for Mizuno. Today its YouTube channel has more than 195 uploads. This project is part of this strategy.

Mizuno is a brand that relates directly to amateur athletes and is concerned with performance. This is the profile of consumers who form the runner segment: they do not think of running as a job, but instead they strive for high performance while enjoying their leisure activity.

As part of a strategy built around branded content on Youtube and Facebook, our challenge was to create something that would become a source of inspiration for these runners.

In Sao Paulo, the city’s garbage collectors ran roughly 20 kilometers a night without even noticing as they picked up the refuse. Mizuno wanted to pay tribute to these exceptional yet invisible athletes. In the week before Christmas, a documentary team followed them as they worked to keep the streets of Sao Paulo clean. The result is a mini documentary celebrating the joy of running.The film was launched on Mizuno Youtube and Facebook channels followed by posts promoting the new content on the brand’s other social networks.

The audience was the amateur athlete who strives for high performance in their leisure activity. The campaign goal was to build and prolong Mizuno’s relationship with them. These athletes are always seeking for inspiration. And for them is very inspiring to see a brand celebrating real people.

The campaign generated 100% positive feedbacks from consumers.

The film got 710,000 views and more than 44,000 interactions.

Mizuno wanted to pay tribute to Sao Paulo’s garbage collectors (who can ran roughly 20 kilometers a night without even noticing). So, in the week before Christmas, a documentary team followed them as they worked to keep the streets of São Paulo clean. The result is a mini documentary celebrating the joy of running. It's a continuation of a very sophisticated strategy built around branded content on Youtube and Facebook. On Youtube, Mizuno has uploaded 195 videos. If you’re a runner in Brazil, you will know about the channel and talk about it.