Industry Craft > Typography

THE 9'58 BIOGRAPHY

BETC/HAVAS, Sao Paulo / PUMA / 2019

Awards:

Silver Cannes Lions
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Supporting Content
Case Film
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Overview

Credits

Overview

Cultural/Context information for the jury

In 2009, Usain Bolt broke the 100m world’s record and made history. But behind this incredible mark, there is a lot of sweat, training and effort.

In 2019, ten years later, we want to tell this story, showing an angle that few people know. A tribute so outstanding as the world's fastest man. We created a biography that shows all the trainning and effort behind that mark. But a Bolt's biography could not be an ordinary book. It had to be as fast as him. So, it’s a biography but it’s also a flipbook, showing an animation of 9.58s, recreating the iconic race. Literally showing, step by step, page by page, the whole story behind the race.

Tell the jury about the typography.

The Bolt’s biography features 224 illustrated pages. Each of them represents one frame out of all frames from the 9.58 seconds of the 100m world record. All of the 224 pages have a different design, which relates specifically to the text that is written there. That is why they all bring unique typographies, thought and created to be different and draw attention to the text.

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