The Mizuno Waveknit Was Advertised with an All-Thread Ad Campaign
Ellen Smith — May 23, 2018 — Fashion
References: momadesignstudio.org & bestadsontv
Competing with the likes of large corporations and sportswear retailers isn’t easy, which is why MoMa Advertising in Sao Paulo went great lengths in the promotion of the Mizuno Waveknit -- a revolutionary running shoe made entirely of thread.
In order to pay homage to the shoe, which appears as though it has been sewn by hand, MoMa Advertising created an all-thread ad that’s styled after “the maps and running tracks of the 3 most important cities that host the major running circuits in Brazil.” The all-thread ad was made entirely by hand, with each different scene being tied together by a string. In order to achieve complete authenticity, the design team had to test a variety of different textures and string sizes, eventually settling on the perfect combination.
Image Credit: MoMa Advertising
In order to pay homage to the shoe, which appears as though it has been sewn by hand, MoMa Advertising created an all-thread ad that’s styled after “the maps and running tracks of the 3 most important cities that host the major running circuits in Brazil.” The all-thread ad was made entirely by hand, with each different scene being tied together by a string. In order to achieve complete authenticity, the design team had to test a variety of different textures and string sizes, eventually settling on the perfect combination.
Image Credit: MoMa Advertising
Trend Themes
1. Thread-based Advertising - Disruptive innovation opportunity: Exploring novel ways to create ads using unconventional materials like thread.
2. Handcrafted Promotion - Disruptive innovation opportunity: Tapping into the trend of handcrafted advertising to create unique and memorable campaigns.
3. Authentic Design - Disruptive innovation opportunity: Incorporating authentic and artisanal elements into product design and advertising to resonate with consumers.
Industry Implications
1. Sportswear Retail - Disruptive innovation opportunity: Integrating unique materials and handcrafted elements into sportswear promotions for a distinctive brand identity.
2. Ad Agencies - Disruptive innovation opportunity: Experimenting with innovative advertising techniques, such as thread-based ads, to create engaging and visually appealing campaigns.
3. Shoe Manufacturing - Disruptive innovation opportunity: Incorporating unconventional materials like thread in the production process to create innovative and distinctive shoe designs.
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