MANDINGAS CINEMA POSTER by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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MANDINGAS CINEMA POSTER

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Carlos Di Celio
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Pedro Prado, Eduardo Lima
Released February 2010

Credits & Description

Category: Posters
Advertiser: NIKE
Product/Service: NIKE
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi/Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi/Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi/Saatchi)
Copywriter: Pedro Prado (F/Nazca Saatchi/Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi/Saatchi)
Media placement: Poster - Movie Theathers - 26 February - 11 March 2010

Describe the challenges and key objectives
Present the film as a real short, as content and not only as a cinema commercial. Use the media as part of the message and not only as a media.

Describe the brief from the client
Bring the national team closer to the fans and intorduce its new blue jersey (a jersey that was born, historically, as an amulet). Besides, the poster aimed at promoting the short film 'Mandingas' that was showing in several movie theaters across Brazil.

Describe how you arrived at the final design
We used several amulets, saint images, etc to represent the universe of 'mandingas', magic spells, chams, and superstitions. Since the short film introduced the new blue jersey, everything was turned into blue.

Give some indication of how successful the outcome was in the market
Thousands of youths (precisely our target) saw the short film Mandingas in the cinemas. There were several attempts at stealing the posters. People liked them so much they wanted to take them home.