Nike Promo, Case study 600K by F/Nazca Saatchi & Saatchi Sao Paulo

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600K

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Joao Linneu, Rodrigo Castellari, Pedro Prado, Eduardo Lima, Theo Rocha, Carlos Di Celio
Art Director Fabio Brigido, Fábio Vido
Copywriter Mariana Borga, Thiago Carvalho
Photographer Caio Guatelli
Account Supervisor Marcello Penna | Gisela Assumpção | Natalie Gruc | Camila Coletti, Marcello Penna | Gisela Assumpção | Camila Hamaoui | Mayra Pellegrini | Gustavo Saab
Typographer Jomar Farias, Leandro Ferreira, Robson De Vitto
Released October 2010

Credits & Description

Category: Best Use of Screens
Advertiser: NIKE
Product/Service: 600K CHALLENGE
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Oct 12 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Fabio Brigido (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Manager: Fernanda de Lamare (F/Nazca Saatchi & Saatchi)
Media Manager: Sandro Cachiello (F/Nazca Saatchi & Saatchi)
Media Supervisor: Bruno Flocke (F/Nazca Saatchi & Saatchi)
Media Assistant: Diogo Viudes (F/Nazca Saatchi & Saatchi)
Account Director: André Gustavo (F/Nazca Saatchi & Saatch)
Account Manager: Saulo Sanchez (F/Nazca Saatchi & Saatch)
Account Supervisor: Natalie Gruc (F/Nazca Saatchi & Saatchi)
Account Supervisor: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Photographer: Caio Guatelli
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Art Buyer: Edna Bombini (F/Nazca Saatchi & Saatchi)
Typographer: Leandro Ferreira/Robson de Vitto (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisors: Tiago Pinto/Marcio Zorzella/Christiano Coelho (F/Nazca Saatchi & Saatchi)
Media placement: TV Campaign - 3 Spots - MTV + MTV.com.br - 29th September 2010
Media placement: Open TV Campaign / 05 Branded Content 90'' Spots - MTV + MTV.com.br - 29th September 2010
Media placement: Open TV Campaign / 01 Branded Contente 180'' - MTV + MTV.com.br - 29th September 2010
Media placement: Open TV Campaign / 01 6'' Special Program - MTV + MTV.com.br - 29th September 2010
Media placement: Open TV Campaign / Penelope’s Appearance On Main MTV Programs - MTV + MTV.com.br - 29th September 2010
Media placement: Internet Campaign / Branded Content Website (Blog+special Contente) Inside The MTV Envirolment - MTV + MTV.com.br - 29th September 2010

Insights, Strategy & the Idea
The objective behind the case is to create and engage young people to follow and participate of the biggest and most unique relay race in Brazil, the NIKE 600k, Challenge between São Paulo and Rio de Janeiro.
NIKE 600k is the greatest moment of the year for the Running category. Then, it’s time to think big and connect to the race’s goal, the media channel chosen was MTV. The younger media channel in Brazil.
NIKE considered the Project a huge success. Thousands of young people were delivered the message from different points of contact and follow the race’s experience day-by-day.

Creative Execution
NIKE had the objective to engage young people with the history of this huge race. We thought to connect to the race’s goal, and chose the younger media channel in Brazil: MTV.
But how we could tell this history in the eyes of MTV audience in a true and authentic way? The idea was to create a history with the most youthful spirit VJ: Penélope Nova.

Results and Effectiveness
In October 2010, Penelope not only ran the test, but described the race as one of the most incredible experiences of her life. She got the challenge, get into a hard running training and participate of this amazing race between São Paulo and Rio. After the race, Penélope gave an interview on a sportive MTV program, the Rock&Gol and everyone present on the show got crazy with her experience speech. NIKE considered the Project a huge success. Thousands of young people were deliverd the message from different points of contact and followed the race and the Penélope’s experience day-by-day.