Nike - "Bridge"

DDB Paris

DDB Paris PARIS, Frankreich

Awards

5862

Marke: Nike
Länder: Frankreich

Werbende: Nike

Titel	Bridge
Titel (Originalsprache)	Pont
Agentur	DDB Paris
Kampagne	Follow the light! - Nike
Werbende	Nike
Marke	Nike
Datum der ersten Ausstrahlung/Veröffentlichung	2005 / 7
Produkt	Retro Running Shoes
Geschäftsbereich	Sportschuhe
Slogan	Always on the run
Story	6 visuals were shot at night and represent both trace of the car lights and the trace of the retrorunning shoes (the night pushes the idea to live life to the full). On some visuals, the trajectory of the trace represent someone that goes through the city playing with it. The locations in Paris has been chosen to be relevant to the target, they are familiar, but without being "cliché" (Saint Paul, Canal Saint Martin, Pont de Bercy, BNF...)
Philosophie	The idea of the agency was to take it from the specificity of those running shoes reedition: they exist in a very wide range of colours. And to show them centrally in an urban setting, play-ground of our metro target. By combining a product reality (running / colours) and a target reality (the speed of the city, a upbeat life) the campaign allows each one of us to relate to idea that one is basically "always on the run", going from the office, to a drink with friend, to the movies...
Problem	The objective for this campaign is to advertise Nike retro-running range (relaunch of mythical running shoes) and targets "metro" (urban men and women 25/35 years old, with affinity to fashion, style, trends).
Ergebnis	The campaign developped by DDB Paris for Nike France has caught the attention of Nike Europe which decided to broadcast it in Middle East and Africa and also in 42 countries in press and outdoor.
Medientyp	Außenwerbung
Markt	Africa, optionlist-countries.COU374, Europe, Frankreich
Kundenbetreuer	Thomas Granger
Kundenbetreuer	Eloise Lang
Strategieplaner	Sébastien Genty
Werbeleiter	Stéphane Bail
Werbeleiter	Thomas Fabre
Creative Director	Alexander Kalchev
Creative Director	Sylvain Thirache
Texter	Jérôme Langlade
Art Director	Sébastien Pierre
Fotograf	Ben Stockley
Art Buyer	Sophie Mégrous