IMMERSION IN A ADDICT'S BODY by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Roberta Harada
Copywriter Pedro Prado, Eduardo Lima
Photographer Caio Guatelli
Released July 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: NIKE
Product/Service: RUNNING
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Pedro Prado (F/Nazca Saatchi & Saatchi)
Art Director: Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Art Director: Roberta Harada (F/Nazca Saatchi & Saatchi)
Photographer: Caio Guatelli (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Architect: Kadu Oliveira (F/Nazca Saatchi & Saatchi)
Acount Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Acount Team: Gisela Assumpção (F/Nazca Saatchi & Saatchi)
Acount Team: Mayra Pelegrini (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: Tiago Pinto (Nike)
Advertiser's Supervisor: Guilherme Glezer (Nike)
Media placement: Poster - Nike Stores - 1 July 2011

Describe the objective of the promotion.
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, and that 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 2 worlds have in common by portraying running as nobody had previously envisioned, in a unique, youthful and original way.

Describe how the promotion developed from concept to implementation.
In the concept, it was clear for the entire team that we should break some common elements in the running segment. In the end we should be really careful to take care that with every action and point of contact we have something different and extremely connected with the youngsters (our target).
To guarantee that the concept ideas went into the implementation we get involved with every supplier to assure, especially in retail, that the youngsters got surrounded by elements that deliver more: sexy, thriller, challenge, envy (the good one), mystery, and especially a hardcore co-efficient of freshness.

Explain why the method of promotion was most relevant to the product or service.
We had to succeed in making the point of contact. The concept of the campaign was to attempt to redefine a concept entrenched in the young. We needed to prove in practice that what the concept delivered really was for real by showing that it was no longer just a concept but something Nike really believed in.

The promotion was therefore pivotal in this as a way of convincing the young, enabling us to extend the reach of the message and build a loyal consumer base who mingled weekly.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We engaged over 1,000 runners during the 4-month campaign via free training sessions, events and promotions. One of the main activations was the Addiction Clinic, an activation within the Nike store where we created a special setting to immerse them in the world of running, complete with a seatless bench, 4D running simulator, interactive touchscreens and personalised shirts.
All efforts were focused on preparing the young for the project’s main event, in which 200 of these young adults took part in the biggest relay event in the Americas.