Nike Design & Branding SOCIAL RESPONSE LAB by R/GA New York

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency R/GA New York
Creative Director Sammi Needham
Art Director Chris Jovanov
Copywriter Brad Soulas
Designer Jb Ayers
Released March 2012

Credits & Description

Category: Illustration
Advertiser: NIKE
Product/Service: NIKE BASKETBALL
Agency: R/GA
Visual Designer: Billy Burkert (R/Ga)
Copywriter: Brad Soulas (R/Ga)
Art Director: Chris Jovanov (R/Ga)
Social Director: Jason Chan (R/Ga)
Designer: Jb Ayers (R/Ga)
Senior Producer: John Mullin (R/Ga)
Senior Art Buyer/Digital Studio: Kris Pito (R/Ga)
Creative Director: Sammi Needham (R/Ga)
Media placement: Twitter - - 12 March 2012

Describe the brief from the client
For March Madness, college basketball’s championship tournament watched by millions in the US, we used social media to connect with the most passionate college basketball fans, one-on-one, live and direct.

Describe the challenges and key objectives
Leading up to Kentucky’s championship game, we turned the most vocal fans into an elite crowd. Hand-illustrating each of their portraits, which eventually became the crowd in our congratulatory ad.

Describe how you arrived at the final design
With the #RiseAsOne Social Response Lab as basecamp for the tournament, we tapped into the pulse of the action by streaming every game, and listening to the fan chatter on twitter. We brought in designers, illustrators, and writers to turn tweets into custom posters, and avatars into one-of-a-kind #RiseAsOne portraits. The most influential fans saw their likeness making up the crowd in the Kentucky Wildcats championship poster.

Give some indication of how successful the outcome was in the market
From the first tip of the first game to the championship itself, the Social Response Lab and its team of designers and illustrators lit up with outgoing tweets, avatars, and images, helping transform the words and faces of the fans into icons of team pride. The Social Response Lab proved that engaging fans through social can be the most effective way to connect.