Launch of the new Nike “designed for movement” collection through a campaign reproducing the product features.A campaign designed for movement. The project was developed in order to reach the target: young people who are always away from home, especially during the on-air period (July); the location was selected because Milan is by far the most active Italian city and the Navigli area is a sprightly and cool zone, rich in pubs and clubs attended by the target. The area is closed to traffic in July and, for this reason, an even higher number of people frequented the place.

Through special effects we recreated the fire featured behind Luis Figo escaping from an explosion: silk fabric inflated by air spreaders and illuminated by red and yellow beam floodlights looked like flames. The adding of smoke and the smell of burning oil made the effect even more realistic … so realistic that, for the first four nights, firemen were called! Starting from the creative concept, the media team developed the project, handling the entire process: we selected the most appropriate location according to the young target briefed; we worked together with the special effects provider so as to study the best implementation of the “movement” peculiarity of the product. For the first time ever, a static outdoor has been brought to life through special effects that gave the movement sensation in direct link to the campaign mood “designed for movement”.Starting from a print campaign, we implemented the outdoor big wall, not simply “pasting” the same ad, but exploiting the “out of door” peculiarities, getting the attention of a target that is always out and about, and creating a real event.

Starting from the creative concept, the media team developed the project, handling the entire process: we selected the most appropriate location according to the young target briefed; we worked together with the special effects provider so as to study the best implementation of the “movement” peculiarity of the product.