Nike Design & Branding #GOODSTUFF - VISUAL IDENTITY 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, Eduardo Lima
Photographer Caio Guatelli
Typographer Mario Niveo Graciano
Released July 2011

Credits & Description

Category: Consumer Products
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)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Prado (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)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner Team: Utymo Oliveira/Marcus Nascimento (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Saulo Sanchez (F/Nazca Saatchi & Saatchi)
Account Team: Mayra Pellegrinni/Melanie Zmetek/Carolina Poppi (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Team: Sandro Cachiello/Bruno Storace (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Tiago Pinto (Nike)
Advertiser Supervisor: Guilherme Glezer (Nike)
Media placement: Outdoor - Nike Stores - 4 July 2011

Describe the brief from the client
Nike needed to connect with the young in the world of running, the problem being that the young tend not to go running in Brazil. Running is instead a sport confined largely to middle-aged individuals with growing concerns about their health. Even before trying it, young people think it’s a drag, being at the peak of their youth they needn’t worry about their health yet.
The approach taken was not to change running or the young but instead to find what these two worlds have in common by portraying running as nobody had previously envisioned, in a unique, youthful and original way.

Describe the challenges and key objectives
After identifying what running and the young had in common, we crafted the creative solution of associating running with the world of addiction. Running is addictive; once you start you don’t want to stop, always craving a little bit more. Before you know it, you’re totally controlled by the addiction.
One of the most important tools was the point of contact among the young. The young already had a preconceived idea of running as being boring. We were trying to revert this, but it would be futile if the young, upon checking it out, found it to be nothing special or youthful.

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 with the young people that were getting addicted by the vice that is good for the body: running.