Be the Monster

– FOR FILA

There is no way back. Face your fate. Be the monster.

To launch the new Fila running shoes, we devised a creative strategy that brings storytelling to a product that is usually all about rational and functional benefits.

Inspired by old African Legend, we launched the Zimwi campaign. It’s about a monster which follows the children at night, making them scared and run away from it. With that Fila Zimwi intend to keep you interested in tireless moving and running.

The double-layer technology called Energized Ribbons allows you to train intensely and for a long time without stopping. This feature, the Energized Ribbons, inspired many of the concept designs in their campaign.

The looking feel created around the monster and energized ribbons were used on video campaigns, poster art, ooh, online media, and print ads.