Foot Locker Design & Branding DUCKED by SapientNitro London

DUCKED

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Industry Shoes, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency SapientNitro London
Director Luc Janin
Creative Director Ben Callis, Justin Barnes
Art Director Marcos Quinn, Neil Richardson
Copywriter Olly Farrington
Producer Lindsay Moyes
Photographer Alexander Basile
Released November 2010

Credits & Description

Category: Point of Sale
Advertiser: FOOT LOCKER
Product/Service: CONVERSE FOOTWEAR
Agency: SAPIENTNITRO
Date of First Appearance: Nov 11 2010
Entrant Company: SAPIENTNITRO, London, UNITED KINGDOM
Entry URL: http://www.creativeawards2011.com/Footlocker/TapeArt
Chief Creative Officer: Malcolm Poynton (SapientNitro London)
Creative Director: Justin Barnes (SapientNitro London)
Creative Director: Ben Callis (SapientNitro London)
Copywriter: Olly Farrington (SapientNitro London)
Art Director: Neil Richardson (SapientNitro London)
Client Services Director: James Graham (SapientNitro London)
Senior Account Manager: Tempe Hughes (SapientNitro London)
Project Manager: Dan Eagles (SapientNitro London)
Head of Design: Adam Brewster (SapientNitro London)
Art Director: Marcos Quinn (SapientNitro London)
Artworker: Stephen Vaughan (SapientNitro London)
Director: Luc Janin (Annex Films)
Production Company: The Annex (Annex Films)
Producer: Lindsay Moyes (SapientNitro London)
Photographer: Alexander Basile
Media placement: Magazine - Instore Foot Locker Outlets - November 2010

Describe the brief from the client
To connect a discerning, street- savvy audience with Foot Locker's exclusive Converse Winter Boot collection using existing images from a press shoot. To extend the TV, Web and Press, through Point Of Sale in a fashion more meaningful than 2d posters.

Describe the challenges and key objectives
The key objective was to produce a striking and memorable Point Of Sale idea that expanded the 'Tape Art' theme produced for the TV and Web and one that would capture the attention and imagination of our target audience.

Describe how you arrived at the final design
We designed a series of 'books 'exclusively available at point of sale, each capturing a visual story of the campaign's 'Tape Artists' at work across their canvas, the streets of East London. Featuring the Converse Winter Boot collection, the reportage photography captures the energy of the artists at work, the playful design of the typography reflects torn pieces of tape used to create the huge 'Tape Art' images whilst the words tell the story of duck tape itself.

Give some indication of how successful the outcome was in the market
The initial limited edition was 'sold out' in its first week. Having ignited conversations between Foot Locker customers and shop staff, these inspiration pieces gave the audience the opportunity to see in depth the creative process of Europe's leading street artists whilst sparking excitement around Foot Locker's exclusive Converse Winter Boot collection.