Nike Europe: HoodyOn Moments

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Released:	December 2008
Advertiser:	NIKE
Agency:	BBDO ARGENTINA
Country:	Argentina
Category:	Clothing & footwear

Credits:

BBDO Argentina was in charge of developing the new Nike work “HoodyOn Moments” that can already be seen in England, France, Italy and other main capitals of Europe to present the AW77 Loopwheeler, the new version of Nike’s iconic hoody, with three relevant sports figures as protagonists: Rio Ferdinand, Marco Materazzi and Vincent Clerc.



With one foot set in fashion and the other in advertising, and with the collaboration of the Milan based studio Sartoria Comunicazione, BBDO Argentina developed the newest work that is already displayed outdoors in the main premium European stores and at www.nikesportswear.com.



The AW77 Loopwheeler is the fruit of work of Nike Sportswear with the Loopwheeler signature. In the looms of the Japanese company, only eight hoodies are hand crafted per day making of each garment an exclusive product, available only at select boutiques and Nike stores.



Until now, and for many years, the hoodies were associated to three main things: the underground, rebelliousness and hip-hop. Nike came to change that perception with the AW77. The developed campaign aims at re-launching the garment with a new meaning, one that’s more emotional, more personal and introspective. Hoody on is a mood, a choice, where the person connects with the most authentic part of its being. This is the idea we wanted to communicate, showing the private worlds of some sports celebs, their most intimate moments and the sensible side of the “tough” sportsmen.



The execution of the work was centred in the portrayal of the most intimate moments of the protagonists. Lucila Blumencweig and Maureen Hufnagel were the photographers who followed the Sports figures for hours to capture the portraits of their routes in Manchester, Milano and Toulouse. But many of the pictures were shot by the sports figures themselves, exposing their worlds and private moments.

In addition, a photobook was developed centred on Materazzi, Ferdinand and Clerc that will also be available at the key doors of Europe.


CREDITS:

Client: Nike

Agency: BBDO Argentina / Sartoria Comunicazione
Executive Creative Directors: Rodrigo Grau / Ramiro Rodriguez Cohen
Art director: Bruno Acanfora
Copywriter: Ariel Abramovici
Photographers: Lucila Blumencweig/ Maureen Hufnagel
Interactive Creative Director: Fernando Barbella
Interactive Art director: Ricardo Ovelar
Interactive copywriter: Diego Levi
Account director: Alejandro Gowland
Account executive: Nico Ibañez
Integrated Communications Director: Nicolas Pimentel
Head of Production: Luli Dragan
Production (Europe): Lucila Kramer