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:
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.
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
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 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
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
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.
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
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.
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.
While he also works in woods and has several sophisticated furniture collections to his credit(and yes, you should see those, too), I am sharing with you some of his more "FUNctional" pieces today.
The Mona Lisa bench:
The You and I bench:
The Tennis bench:
Cosmo and Moonwalk lamps:
Robot Trobo toilet paper holders:
Skull and Bones Wall Sconce:
Welcome Vase (grenade):
Tyrannosaurus Wall rack:
Shop for the many of the above products here at his online store.
Designer Thomas de Lussac: