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).
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.
"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 spotThe new campaign, developed by Mechanica of Newburyport, Massachusetts, includes the following elements:TelevisionThe 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 spotStringer 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 commercialFootage 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.DigitalBecause 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 PrintThe 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-StoreIn-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 SpotsProject Title: Saucony "What is Strong?"Project Lengths: :60, :30, 2 x :15sDebut Date: 4/27/11Film Location: Marin County & San Mateo, CAClient: Saucony, Inc.Chief Marketing Officer: Chris LindnerAdvertising Agency: MechanicaPartner/Creative Director: Libby DeLanaCreative Director, Copywriter: Ted JendrysikBrand Director: Arabella PlumProducer: Mary D. HanifinDirector: Andre StringerProduction Company: ShiloDirector of Photography: Max GoldmanEditor: Cassidy GearhartAssistant Editor: Hedia MaronRotoscopers: Paul Daniel, Djeison CanutoAssociate Producer: Sheina DaoLine Producer: Jeremy YachesHead of Production: Julie ShevachExecutive Producer: Tracy ChandlerTelecine: Company 3Colorist: Tom PooleMusic Composer: Darrin WeinerSound Design and Final Mix: Penny LaneSound Designer/Mixer: Joseph Miuccio
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.
"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 spotThe new campaign, developed by Mechanica of Newburyport, Massachusetts, includes the following elements:TelevisionThe 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 spotStringer 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 commercialFootage 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.DigitalBecause 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 PrintThe 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-StoreIn-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 SpotsProject Title: Saucony "What is Strong?"Project Lengths: :60, :30, 2 x :15sDebut Date: 4/27/11Film Location: Marin County & San Mateo, CAClient: Saucony, Inc.Chief Marketing Officer: Chris LindnerAdvertising Agency: MechanicaPartner/Creative Director: Libby DeLanaCreative Director, Copywriter: Ted JendrysikBrand Director: Arabella PlumProducer: Mary D. HanifinDirector: Andre StringerProduction Company: ShiloDirector of Photography: Max GoldmanEditor: Cassidy GearhartAssistant Editor: Hedia MaronRotoscopers: Paul Daniel, Djeison CanutoAssociate Producer: Sheina DaoLine Producer: Jeremy YachesHead of Production: Julie ShevachExecutive Producer: Tracy ChandlerTelecine: Company 3Colorist: Tom PooleMusic Composer: Darrin WeinerSound Design and Final Mix: Penny LaneSound Designer/Mixer: Joseph Miuccio
