FILA had no  tradition whatsoever making running shoes, but they made one.
It was quite good, except for two minor inconveniences:

• It was going to be the most expensive running shoe on the market.
• It was, uh, not very visually appealing.

What now? We couldn't just list its technological features and say it was great.
Everybody else was doing that.

Inspired by the tale of ZIMWI, the mythological Kenyan monster that named the shoe, we created a campaign featuring a short film telling the story of a boy that is scared into learning how to run. 

The 5-minute film was directed by Rafael Grampá, an Eisner-awarded Brazilian comic book artist, and launched online, on TV and in movie theatres. Here you go:
 

Pictures from the film shoot were used on social media, both to draw the attention
of the audience and to deepen the storytelling about the ZIMWI tale.
 

To help sell the trainer, the website was created within the platform of Netshoes, the top online seller of sports articles in Brazil.
 

We even had the opportunity to design POS materials, based on the campaign theme. Quite fun.   
 

What I learned working on this project:

• Storytelling is a weak buzzword, I know. But researching and recreating an old tale was inspiring (and better than whatever we could create from scratch). 

• This was a risky project for a client with a limited budget and big goals. Lots of patience by all involved parties was key to making it come to life in the right way.