F/Nazca Saatchi & Saatchi in Brazil has created a new campaign for Nike exploring the addictive qualities of running.
In the first stage of the campaign, a teaser introduced the hashtag #coisadaboa and a telephone number.
Stickers were put up in the restrooms of the main bars and nightclubs in São Paulo and Rio de Janeiro, and newspaper block ads "announced" the arrival of the new "good stuff".
The second part of the campaign, the film "addiction", aired online, on TV and in cinemas in the Brazilian cities.
The campaign also includes the app "#coisadaboa Phone", and a geolocation action on Foursquare that will announce where Nike will offer free training for those who wish to take up running.