Saucony Asks You To Find Your Strong In A New TV Spot And Ad Campaign.

The visually driven "Find Your Strong" campaign conceived by Mechanica founding partner and creative director Libby DeLana and her colleagues features print and online executions, retail and event-marketing components, and the brand's first-ever television spot, which was directed by Andre Stringer from U.S. creative production company Shilo.






"This new campaign continues to amplify our brand mission to inspire runners every day," said Chris Lindner, chief marketing officer for Saucony. "As we confidently emerge as a global athletic brand, we too are finding our 'strong.' Our first national television spot marks a pivotal point for Saucony, signaling a continued expansion of our marketing efforts to further drive brand awareness. Together with our partners at Mechanica, we had extremely high ambitions for every aspect of this significant spot, and the passion and craftsmanship of Andre Stringer and everyone at Shilo has truly exceeded our expectations."


The spot appears as a :60, a :30, and two different :15 versions (complete credits and behind the scenes stills for the spot can be found later of the post).


above: Director Andre Stringer
 
Along with the other elements appearing through targeted media placements, the :60 TV spot debuted two nights ago tonight on ESPN, and it will continue airing on CBS College, ESPN, ESPN2, Fox Sports, NBC Sports and Versus over the next five weeks.

The following print ads for the campaign were shot by the very talented photographer John Huet:







LEXINGTON, MA (April 25, 2011) – Signaling a continued expansion of its marketing efforts, Saucony, Inc., a leading global supplier of performance athletic footwear and apparel, today announced its new multi-media global brand campaign entitled Find Your Strong. The campaign, the brand’s largest marketing effort to date, inspires consumers to find their personal "strong" through running. The new platform encompasses multiple touch points, including an immersive digital and social media experience and the brand's first-ever national television commercial. The TV spot breaks nationally on Wednesday night, April 27th on ESPN.


above: a still from the spot
"As runners, we know that people run for intensely personal reasons," said Chris Lindner, chief marketing officer for Saucony. “Whether in honor of a relative, for a charity or medal, or for ourselves, running inspires the human spirit, making us stronger. At the core, this campaign is about just that; it's where and how we train and the people and moments that strengthen us. Ultimately, we're tapping into this emotional connection to create a dialog that we hope will inspire even more people to run."


above: a still from the spot

"The new campaign continues to amplify our brand mission to inspire runners every day. As we confidently emerge as a global athletic brand, we too are finding our 'strong'. Our first national television spot marks a pivotal point for Saucony, signaling a continued expansion of our marketing efforts to further drive brand awareness. The timing couldn't be better as the Kinvara 2, the campaign's featured product, was recently named Best Buy by Runner's World in their annual Summer Shoe Guide," added Lindner.


above: a still from the spot

The new campaign, developed by Mechanica of Newburyport, Massachusetts, includes the following elements:

Television
The campaign's new TV spot entitled "What is Strong?" was produced by the Emmy Award-winning creative production company Shilo, and directed by Andre Stringer. Filmed at various locations in California's Marin Headlands, the spot depicts a composition of runners finding their "strong" as they run on roads, trails, tracks and playing fields. The diversity of runners featured conveys the premise that finding one's "strong" is an intensely personal experience.


above: a still from the spot

Stringer once again teamed up with director of photography Max Goldman for this project. On various locations in California's Marin Headlands, the Saucony, Mechanica and Shilo executives and production crew filmed many of the same premier athletes who appear in the agency's campaign print ads.



above: shooting the commercial

Footage was captured on Kodak 35mm and 16mm color negative films using two ARRI 235 and one Aaton A Minima camera packages, the Revolution Steadicam and a custom camera car. Footage was transferred and color-graded by Tom Poole of Company 3 in New York. Editorial credit goes to Cassidy Gearhart, and the spot was finished in HD at Shilo's New York studio.

The 30 second spot breaks nationally on April 27th with an ad flight of 5 weeks, and will be seen nationwide on ESPN, ESPN2, Fox Sports, CBS College, Versus and NBC Sports.


Digital
Because runners are both personally motivated and passionately united, "What Is Strong?" the campaign's online destination, allows runners to honor the people and moments that inspire them while drawing inspiration from the "strong" of others.



The innovative digital application creates a visual depiction of user-generated "strongs," highlighting those most shared by the community. Additionally, users can share their personal "strongs" through social media channels and personalized tee shirts. To coincide with the launch of the TV spot, saucony.com/strong will go live on Wednesday, April 27th. Boston-based Beam Interactive developed the campaign's digital platform.


above: the tv ads were shot in the Marin Headlands and San Mateo

Print
The national and regional print campaign, shot by famed sports photographer John Huet, was launched this month in vertical running and consumer fitness magazines, including Runner's World, Running Times, Men's Health, Women's Health, Fitness, ESPN Rise and the Running Network's regional publications.

In-Store
In-store elements at key national retailers include window displays, point-of-purchase, product displays and consumer brochures. A mobile video resource will reinforce the brand's new marketing platform and feature its product collection.

Event sponsorships, a national tour and a new expo booth will also support the brand's marketing platform.

The Find Your Strong campaign is planned to run throughout 2011, with several new executions for the fall. Saucony will continue to integrate the theme into upcoming marketing initiatives throughout the year.

Complete Project Credits: Saucony "What is Strong?" TV Spots

Project Title: Saucony "What is Strong?"
Project Lengths: :60, :30, 2 x :15s
Debut Date: 4/27/11
Film Location: Marin County & San Mateo, CA
Client: Saucony, Inc.Chief Marketing Officer: Chris Lindner
Advertising Agency: Mechanica
Partner/Creative Director: Libby DeLana
Creative Director, Copywriter: Ted Jendrysik
Brand Director: Arabella Plum
Producer: Mary D. Hanifin
Director: Andre Stringer
Production Company: Shilo
Director of Photography: Max Goldman
Editor: Cassidy Gearhart
Assistant Editor: Hedia Maron
Rotoscopers: Paul Daniel, Djeison Canuto
Associate Producer: Sheina Dao
Line Producer: Jeremy Yaches
Head of Production: Julie Shevach
Executive Producer: Tracy Chandler
Telecine: Company 3
Colorist: Tom Poole
Music Composer: Darrin Weiner
Sound Design and Final Mix: Penny Lane
Sound Designer/Mixer: Joseph Miuccio

The Geco Lamp Blends the Distinction Between a Table, Wall & Floor Lamp.

Designed by Fabio De Silva and Jaime Lozoya, Geco is a new way of thinking about light: it's the height of versatility. Seven LED heads are mounted on two ribbons of flexible steel, fixed to "articulated" bases to "move" and create a curving shape. Geco adapts itself to every situation and brings light where, how and when you wish. Light only, no shadow: the light is not coming from only one source but it's wrapping the objects. They are lit in a complete and uniform way.





"For this innovative design we finally exploited new technologies: we were not content with a conventional use of new technologies. We endeavoured to realise a project of innovation. Geco is, actually, a turning-point in the conceiving process of a lamp: no more distinction among table, floor or wall lamp but just one only object to meet all requirements."



Geco is an actual step to energy saving. Each LED-head uses up 1.4W for a total of 9.8W for an unbelievable light output: 67 lumen per Watt (6 times a normal incandescent bulb). Geco uses the newest, US-born top-efficiency LED-heads: 5000K and 75 lumen (minimum guaranteed). Geco exploits all the qualities of LED technology made in the USA.






Lumina is aware of light technology's fast and continuous evolution, so they made it possible for you to replace each individual LED-head. In fact, if designed in the future, Lumina will offer LED-heads that are more efficient for lighting and energy saving. You will always have the opportunity to update Geco with the newest technologies available.

Lumina presents Geco in 3 finishes: white, black and graphite and has versions compatibile for Europe, The United States and Japan.

Geco Lighting Series

Urban Accents - Manhole And Sewer Cover Throw Pillows By In The Seam.

Typically one does not want to rest their head on a manhole cover. Not unless it's one of the fun inkjet printed throw pillows by Rhonda of Brooklyn'sIn the Seam.



Available in two sizes, Rhonda has created round comfy throw pillows with images of manhole, or sewer, covers (both domestic and international) from photographs she took herself. The gritty urban imagery is surprisingly neutral when mixed with both modern and antique interiors.

NYC:


Geneva:



London:


Ukraine:


Prices range from $42 for the smaller pillows to $85 for the larger ones.
Buy them here

If you're a fan of manhole covers, you gotta see these:

The Street Beneath Your Feet: Japanese Manhole Covers

Hand-Stitched Fashion Magazines by Inge Jacobsen

Photography student Inge Jacobsen began her studies at Kingston University studying fine arts. She since switched to photography but combines continues to combine mediums in some of her works. She's intrigued by taking something commercial or mass produced and adding a handmade element to it, hence her stitched Vogue and Bazaar magazine covers and editorials.

Designer Thomas de Lussac's Whimsical Outdoor Benches & Home Decor.

French Industrial designer Thomas de Lussac has a mind for functional whimsy. His many designs for everything from lamps to outdoor benches often incorporate the human element in bright and fun colors.

A Good Look At The Special Edition Gucci Fiat 500 & Matching Gucci Accessories.

Gucci, Gucci Go. Frida Giannini, the Creative Director of Italian luxury brand Gucci designed a special edition Fiat presented recently at Milan Fashion Week and at the Geneva International Auto Show. The Fiat 500 by Gucci is available for pre-order in Italy now and will be available in the U.S. at the end of the year.







The Gucci Fiat 500 in black or white pearl has special customized rims, the interlocking GG logo on the hubcaps, and the Gucci cursive logotype as badging on the back and side:



The famous retro Gucci red and green stripe appears as a detail on the exterior complimented by the special green rear brake calipers:



Inside, the vehicle has lots of Gucci goin' on:



The interlocking GG logo is embossed on the leather headrests of the seats, which are covered in the leather Guccissima fabric:


The seatbelts are in the classic Gucci red and green stripe, and the logo accents the seats, the gearshift, the carpets and the key cover.




Along with the Fiat 500 by Gucci is a collection of Gucci accessories designed to accompany the customized car. (Note: not all of the accessories shown are available in both the U.S. and Europe)



Travel bags, wallets, keychains, caps, silk scarves, sunglasses, beach towels, apparel, driving shoes and a special edition watch are all made to go with the Gucci Fiat 500 and are available at Gucci.com




the Gucci 500 watch:



The special Gucci leather driving gloves, aviator sunglasses and driving shoes:







They even have t-shirts, hoodies and sweatpants, polo shirts and bomber jackets for both men and women (note: European and US accessories may differ):









Official Fiat Press Release:
Fiat and Gucci announce the "500 by Gucci": A new Italian design icon is born

In the year that sees the celebration of both the 150th anniversary of the unification of Italy and Gucci's 90th anniversary, Gucci and Fiat are proud to unveil the 500 by Gucci, a special edition of the iconic Fiat 500 customized by Gucci Creative Director Frida Giannini in partnership with Fiat's Centro Stile. This unique collaboration between two of Italy's most respected brands represents the perfect - combination of craftsmanship and style. Launched on the opening day of Milan Fashion Week, the 500 by Gucci will also be on presented at the Geneva International Auto Show from March 3rd to 13th, in a dedicated Gucci pop-up store within the Fiat stand.

Frida Giannini said, "In the 50s the Fiat 500 created a style revolution when it first hit the road. It quickly become the must-have car of its time. Travelling in style has also been at the heart of Gucci ever since Guccio Gucci founded his company as a producer of leather trunks, suitcases and handbags in 1921. So, when Lapo Elkann suggested the idea of this collaboration it struck me as a perfect opportunity to create a new modern travel statement in this Gucci's 90th anniversary year".

The black and white colours of the 500 by Gucci, in unique eye-catching glossy pearl glass paint, set the stage for a neo-classic black and white film. These two distinct colors complement one another: black, with detailing in shiny chrome paired with interiors that contrast sharp black and white, for a contemporary and racy attitude. White, with satin chrome detailing and ivory and black interiors for a softer, sophisticated look.

The exterior is further personalized by rims for 195/45 R16 wheels, including the unmistakable retro design of the rays, harmonizing with the surrounding exterior colors and representing a novelty for this category of car. The hubcaps feature the interlocking GG in the same color of the body of the car and the cursive Gucci signature appears on the hatchback as well on the doorpost. The version equipped with 1.4 of 100 horsepower comes with rear break callipers in Gucci green. The car's silhouette is outlined by Gucci's signature green-red-green stripe, which runs along the entire perimeter and links the exterior to the interior. The stripe also appears inside on the seats, on the gear shift, the key-cover, the carpets, and in an innovative finish on the seatbelts. The interior space of the 500 by Gucci is stylish yet functional down to every last detail: chic embroidery, exclusive materials, glossy and satin chromes, the velvety varnish on the "radioboard," the two-toned seats in Frau leather with the Guccissima print.

The communications activity behind the worldwide launch of the 500 by Gucci is being developed with the support of Lapo Elkann and his agency, Independent Ideas, and will include a fully integrated above and below-the-line campaign. Commenting on the collaboration, Lapo Elkann said: «I am honored that I was able to connect Fiat and Gucci, especially in such an important anniversary year for Italy. Being Italian, it makes me proud to have contributed to this 500 by Gucci, which brings together the spirit of two brands that so perfectly symbolize our country's savoir faire in the world. It has indeed been very gratifying to work again on the car I love most with Fiat's Centro Stile and with Frida Giannini».

The 500 by Gucci will initially be available from April 1st to June 30th exclusively by pre-order online at www.500bygucci.com, with a list price in Italy that starts from 17,000 euro all inclusive. The car will also be displayed in exclusive locations in metropolitan cities such as Paris, London and Tokyo, followed by the European commercial launch in July. It will then become available in the rest of the world at the end of the year.

Completing the customization is the exclusive 500 by Gucci collection, including travel accessories, small leather goods, drivers, tracksuits, bombers, driver gloves, sunglasses and a watch, which will be available in select Gucci stores and online at www.gucci.com from April 2011.

All images courtesy of Gucci and Fiat, Italy