Nike Design & Branding BLACK PACK BOOK by Furia

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Argentina
Agency Furia
Creative Director Guillermo Tragant
Art Director Benjamin Belsky
Copywriter Florencia Codagnone
Designer Marcelo Cardozo, Pablo Cerezo
Photographer Rocco Toscani, Santiago Maroto, Patricio Battellini
Released December 2010

Credits & Description

Category: Books
Advertiser: NIKE
Product/Service: NIKE BLACK PACK
Agency: FURIA
Date of First Appearance: Dec 28 2010
Entrant Company: FURIA, capital federal , ARGENTINA
Creative Director: Guillermo Tragant (Furia World)
Account Manager: Luis Brusco (Furia World)
Production Manager: Martín Salas (Furia World)
Copywriter: Florencia Codagnone (Furia World)
Designer: Marcelo Cardozo (Furia World)
Art Director: Benjamin Belsky (Furia World)
Designer: Pablo Cerezo (Furia World)
Photographer: Patricio Battellini (Furia World)
Photographer: Rocco Toscani (Furia World)
Photographer: Santiago Maroto (Furia World)
Media placement: BOOK LAUNCH - LAUNCH EVENT - DECEMBER 27TH - 2010
Media placement: OOH - ARGENTINA - JANUARY 2011
Media placement: PRINT - G7 - JANUARY 2011
Media placement: PRINT - ROLLING STONE - APRIL 2011
Media placement: ONLINE - 90+10 - JANUARY 2011

Describe the brief from the client
Influence the influencers, using as flagship the new Sportswear collection: BLACK PACK.
The BLACK PACK collection was designed form the inspirational: "Real athletes wear Black", and under the positioning of a collection "designed for sport, crafted for life".

Describe the challenges and key objectives
The key challenge was to get a piece of work that could generate enough impact to get the influencers attention.
In this sense, we thought of developing a unique collection piece - the book - full of artistic details and high production values.

Describe how you arrived at the final design
Notorious Nike athletes were conveyed to represent their secret fantasies in their own chapter.
Through in-depth interviews we got to know each athlete and we were able to get interesting quotes to tell the story of their "secret", then portrayed in a book.
Typography was a key element to transmit authenticity to the stories.

The book was distributed only among opinion leaders, but used as the cornerstone of a 360º campaign.

Give some indication of how successful the outcome was in the market
A flawless art book.
6 different kind of limited editions were printed, each with a black chapter to be completed on iPad/iPhone application.
Brand edgy style attributes were built, positioning Nike a step forward.
High demand of the “ghost” book.
Great press amplification.
Concept was also executed in OOH, print and merchandising.