Nike Print A Friend Offered by F/Nazca Saatchi & Saatchi Sao Paulo

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A Friend Offered

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Executive Creative Director Pedro Prado, Eduardo Lima
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Photographer Caio Guatelli
Typographer Mario Niveo Graciano
Released May 2012

Awards

London International Awards 2012
Print Sports Campaign Bronze Winner

Credits & Description

Entrant: F/Nazca Saatchi & Saatchi, São Paulo
Nike - "A Friend Offered"
Magazine, Newspaper or DM: Magazine
Corporate Name of Client: Nike
Agency Account Director: Marcello Penna
Account Team: Gisela Assumpção/Mayra Pellegrini/ Melanie Zmetek/Caroline Poppi
Planning Team: Jose Porto//Utymo Oliveira/ Marcus Nascimento
Agency: F/Nazca Saatchi & Saatchi, São Paulo
Chief Creative Officer: Fabio Fernandes
Executive Creative Director: Eduardo Lima
Copywriters: Eduardo Lima/Pedro Prado
Art Director: Rodrigo Castellari
Head of Art: João Linneu
Photographer: Caio Guatelli
Typographer: Mario Niveo
Art Buyers: Edna Bombini/Jomar Farias
Description of the Project
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 finding the points in common between these two worlds and showing the running that no one has ever seen, in a unique, young and authentic way. Nike, Brazil, the brand has more established competitors in the running segment. But Nike has something that no other brand has: attitude. It is seen by the consumers as a brand with young attitude, capable of subverting, of 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 favor 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.