THE BRIEF:
CREATE A NIKE CAMPAIGN TO PROMOTE MO FARRAH AHEAD OF HIS FINAL RACE IN THE 2017 WORLD CHAMPIONSHIPS AND PROMOTE THE NEW RELEASE OF THE PEGASUS TRAINER.
THE CONCEPT:
THE POWER OF A NAME. IT IS YOUR IDENTITY, YOUR ESSENCE AND THE FIRST THING YOU USE TO INTRODUCE YOURSELF.
THE PARADOX OF NIKE PROMOTING THIS UNKNOWN NAME, HIGHLIGHTING THE AMAZING ACHIEVEMENTS THAT HAVE LED HIM TO MAKE A NAME FOR HIMSELF SHOWS THAT ANYONE CAN DO IT.
FOR AN ESTEEMED BRAND LIKE NIKE TO PROMOTE A COMPLETE STRANGER AND A MUSLIM NAMEIS A PROVOCATIVE STATEMENT AND MAKES PEOPLE QUESTION WHO THIS MAN IS AND THAT HE MUST BE SOMEONE SPECIAL.
THIS WILL LEAD TO CONSUMER CURIOSITY. THEY WILL GOOGLE HIS FULL NAME AND EMPLOYING GOOGLE ADWORDS THIS WILL LEAD THEM TO A PROMOTIONAL SITE.
THE IDENTITY OF THE MAN IS REVEALED. THAT HE IS JUST MO.
THE PARADOX OF NIKE PROMOTING THIS UNKNOWN NAME, HIGHLIGHTING THE AMAZING ACHIEVEMENTS THAT HAVE LED HIM TO MAKE A NAME FOR HIMSELF SHOWS THAT ANYONE CAN DO IT.
FOR AN ESTEEMED BRAND LIKE NIKE TO PROMOTE A COMPLETE STRANGER AND A MUSLIM NAMEIS A PROVOCATIVE STATEMENT AND MAKES PEOPLE QUESTION WHO THIS MAN IS AND THAT HE MUST BE SOMEONE SPECIAL.
THIS WILL LEAD TO CONSUMER CURIOSITY. THEY WILL GOOGLE HIS FULL NAME AND EMPLOYING GOOGLE ADWORDS THIS WILL LEAD THEM TO A PROMOTIONAL SITE.
THE IDENTITY OF THE MAN IS REVEALED. THAT HE IS JUST MO.
THE PRODUCT:
A LIMITED EDITION CUSTOMISED MO FARRAH PEGASUS TRAINER.
CUSTOMERS WILL ALSO HAVE THE OPTION TO CUSTOMISE THEIR OWN PEGASUS AND MAKE A NAME FOR THEMSELVES BY DESIGNING A SHOE WITH THEIR OWN NAME ON IT.
THE AIM OF THE CAMPAIGN IS TO INSPIRE YOUNGER GENERATIONS TO EMBRACE THEIR IDENTITY AND WITH THE SAME DETERMINATION AND PASSION AS MO, THEY TOO, CAN "MAKE A NAME FOR THEMSELVES".
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