Everyday Sneakers Viral Spoof

Paris-based Mask has created a spoof viral campaign for 'Everyday Sneakers', for Courir, a French sports shoe retailer.

The virals feature a fictional Japanese businessman, Takeshi Mushido, who claims having all his staff wear sneakers is the secret to success.

A French sports shoe retailer has launched a spoof viral campaign starring a Japanese businessman, creator of the 'Everyday Sneakers' movement, to promote its business.

The campaign has been created by the Paris-based agency Mask, to promote the Courir chain of shoe shops.

It focuses on Takeshi Mushido, a fictional Japanese businessman who has transformed his company by getting all of his staff, from senior management down, to wear sneakers.

Mushido's philosophy is that when people are wearing sneakers, they are instantly more relaxed and that a relaxed workforce is more productive and less likely to take time off because they are stressed.
The site features a two-and-a-half-minute spoof interview with Mushido on the fictional 'World Business Show', promoting his book. Other areas of the site contain an explanation of Mushido's philosophy, along with graphs proving his theory works and wallpapers to download.
It also features a link to Mushido's sneaker collection, which in turn leads to the Courir website.

The project has been created by Mask, the independent agency founded a year ago by former Leagas Delaney Paris copywriter Aude Mee and art director Sam Kadz, best known for his work on Volkswagen's advertising by DDB.

There will also be guerrilla marketing featuring Mushido on the streets of Paris.