Nike Design & Branding ADDICTION POSTER CAMPAIGN 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
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Copywriter Pedro Prado, Tiago Pinto, Eduardo Lima
Photographer Caio Guatelli
Typographer Mario Niveo Graciano
Released July 2011

Credits & Description

Category: Posters
Advertiser: NIKE
Product/Service: RUNNING
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: Eduardo Lima/Pedro Prado (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Photographer: Caio Guatelli (F/Nazca Saatchi & Saatchi)
Typographer: Mario Niveo (F/Nazca Saatchi & Saatchi)
Art Buyer: Edna Bombini (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Account Team: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Account Team: Mayra Pellegrini (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner: Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Planner: Marcus Nascimento (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Lica Bueno/Sandro Cachiello/Bruno Storace (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Guilherme Glezer (Nike)
Copywriter: Tiago Pinto (Nike)
Media placement: Poster - Nightclubs - 1 July 2011

Describe the brief from the client
Nike needed to connect to young people in the world of running, but the problem was that in Brazil young people don’t run. Running is the sport for middle-aged people who start to get worried about their health. Even before starting, young people think it is boring. They are at the height of their health; they don’t need to worry about health now.
The path chosen wasn’t to change running or young people, but to find the points common between these 2 worlds, and show running in a way that no one has ever seen - in a unique, young and authentic way.

Describe the challenges and key objectives
Nike Brazil: the brand has more established competitors in the running segment. However, Nike has something that no other brand has: attitude. The consumers see it as a brand with young attitude, capable of subverting, and going beyond the normal.
Therefore, if on the one hand we have the challenge of combining young people and running, on the other we have in our favour the fact that Nike has an image with much credibility among them.
Our goal was to prove that running can be a sport for young people.

Describe how you arrived at the final design
As the idea of the campaign was to make an association with the world of addiction, we thought about using a subversive language, based on street art, with typography made with tape.

Give some indication of how successful the outcome was in the market
The project turned into a reference for youth running. Throughout the 4 months the project took, several channels featured coverage and reports on the young people getting addicted to the vice that is good for the body: running.