Nike Design & Branding MORE THAN FOOTBALL: ART by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Alexandre Soares, Pedro Prado, Eduardo Lima
Art Director Marcelo Ribeiro
Copywriter Rafael Merel, Leandro Dolfinni
Released February 2012

Credits & Description

Category: Promotional Item Design
Advertiser: NIKE
Product/Service: FOOTBALL
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Creative Director: Alexandre Soares (F/Nazca Saatchi & Saatchi)
Copywriter: Rafael Merel (F/Nazca Saatchi & Saatchi)
Copywriter: Leandro Dolfinni (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Ribeiro (F/Nazca Saatchi & Saatchi)
Accounnt Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Account Team: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Team: Gustavo Saab (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Planner Team: Diego Dumond (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Graphic Producer: Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Advertiser Supervisor: Guilherme Glezer (Nike)
Advertiser Supervisor: Barbara Casara (Nike)
Media placement: Direct Mail - Key Influencers Mailing - 4 February 2012

Describe the brief from the client
Present the new uniform of the Brazilian national football team to the fans and the press.

Describe the challenges and key objectives
We sent a kit with the new jersey to 200 journalists and influential opinion leaders on the social networks. The kit included a pen drive with photos to be posted in order to help with the promotion and viralisation of the piece.
In order to launch the new uniform of the national team, Nike paid a tribute. It distributed the jersey in a picture frame, so it would be admired as if it were an art piece.

Describe how you arrived at the final design
The idea was to pay a tribute to the country that propelled soccer to the state of art. We wanted to show the iconic shirt of the Brazilian All-Star Team as an object of admiration. This explains the framing. Framing the All-Star Team shirt is a way of showing how much Brazilians worship and respect soccer. The frame style, type choice, and everything else, was decided on to serve as a reminder of the awe people feel when visiting museums.

Give some indication of how successful the outcome was in the market
The launching of the new uniform was covered in practically all the websites, newspapers and sports TV shows in the country. The #camisabrasil hashtag became a trending topic on Twitter in Brazil and the topic was also widely discussed on Facebook and the football communities on Orkut. All of this helped Nike reach the highest sales ever in the launching of a Brazilian national team jersey, with a result 23% above the previous model.