Nike Design & Branding THE TALENT FACTORY 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 Pedro Prado, Eduardo Lima
Art Director Marcelo Fedrizzi, Marcelo Ribeiro
Copywriter Rafael Merel, Rodrigo Cotellessa | Leandro Dolfini
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)
Copywriter: Leandro Dolfini (F/Nazca Saatchi & Saatchi)
Copywriter: Rafael Merel (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Fedrizzi (F/Nazca Saatchi & Saatchi)
Art Director: Marcelo Ribeiro (F/Nazca Saatchi & Saatchi)
Account 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 Dumont (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 Santos uniform, the first one made by Nike as club supplier, to the club’s fans.
Describe the challenges and key objectives
We sent a kit with the new jersey to 100 Santos fans who are influential in the social networks. The kit included a pen drive with photos to help in the publicising and viralisation of the piece.
To present the new Santos uniform, the size of the kit, as well as its unusualness, made it widely known and associated with the uniqueness of the Nike brand.
Describe how you arrived at the final design
To introduce the new Santos Soccer Club uniform, Nike revived the club’s talent in discovering great soccer players at the entry-level category such as Pelé, Robinho and Neymar, creating the concept ‘Soccer Ace Factory’. To materialise this concept, we had the idea of making a mould.
Give some indication of how successful the outcome was in the market
100% of the people who received the kit commented about it on their websites and blogs. It is estimated that more than 1m people were impacted in just 7 days.