Nike DM, Case study THE ALMIGHTY BILLBOARD by Wieden + Kennedy Sao Paulo

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing, Case study
Market Brazil
Agency Wieden + Kennedy Sao Paulo
Executive Creative Director Damian Coscia, Ícaro Dória, Guillermo Vega
Art Director Marco Martins, Pedro Izique, Diogo Valim
Copywriter Bruno Barbieri, Adriano Matos
Account Supervisor Kayode Campos Ivy Folha
Released December 2012

Credits & Description

Advertiser: NIKE DO BRASIL
Category: Best Low Budget Campaign
Advertising campaign: THE ALMIGHTY BILLBOARD
Copywriter: Adriano Matos (Wieden+Kennedy São Paulo)
Art Director: Diogo Valim (Wieden+Kennedy São Paulo)
Executive Creative Director: Guillermo Vega (Wieden+Kennedy São Paulo)
Executive Creative Director: Icaro Doria (Wieden+Kennedy São Paulo)
Agency Producer: Gabriel Dagostini (Wieden+Kennedy São Paulo)
Account Supervisor: Kayode Campos (Wieden+Kennedy São Paulo)
Copywriter: Bruno Barbieri (Wieden+Kennedy São Paulo)
Art Director: Pedro Izique (Wieden+Kennedy São Paulo)
Account Manager: Ryan Fisher (Wieden+Kennedy São Paulo)
Planner: Anne Heuer (Wieden+Kennedy São Paulo)
Media: Fernanda Delamare (Wieden+Kennedy São Paulo)
Art Director: Marco Martins (Wieden+Kennedy São Paulo)
Planner: Vitor Amos (Wieden+Kennedy São Paulo)

With small budget in mind, we needed to take one big unique shot. So, we placed our flag on our opponent’s territory making a fearless statement. A single billboard, with our colors, our players, and our mantra in Portuguese. In London, near Chelsea FC’s Stadium.

From a single billboard investment, we got US$ 15 Million in free media with more than 3000 articles in the media, including TV shows. We reached a total of 38 million people. It also became the biggest subject on the Internet generating 54 million impressions on social media.From a single regular billboard which costs around US$ 11,000, we´ve got US$ 15,000.000 in free media. That means we´ve amplified the original investment more than a thousand times only with spontaneous media, reaching a total of 38 million people. We´ve had more than 3,000 articles in the media, including the three most important sport TV shows in the country. It also became the biggest subject on the Internet generating 54 million impressions on social media.

This single billboard quickly became a monument of pride for Corinthians fans. Hundreds of fans visited the actual site in London and millions of fans all over the world reverberated the news all over the Internet.

Client Brief Or Objective
Corinthians is the most popular football team in Brazil and the current South American Champion. For the first time in its 102 years of history, the team was going to Japan to face the Champion’s League Champion, Chelsea FC, during the FIFA Club World Cup. Our goals were to present Corinthians to the world and make its 33 million crazy fans proud of this unique moment. Talking to all of these people was an audacious goal and all we had was a tiny budget to make it happen.