Nike was launching the Nike Free 5.0, the most flexible running shoe in history. As a pre-launch, Nike wanted to send the shoes to athletes and celebrities, just to use them to recommend the new product.

We didn´t have much money and the standards of creativity and quality of Nike are very high.

Every shoe has a box. This shoe deserves something special. So, with less Budget than the normal shoe boxes, we deliver the product in a special way, showing instantly the amazing flexibility of the Nike Free 5.0.

We developed a special box, the Nike Free Box. It´s a box that shows perfectly the flexibility of the product.

The Nike Free Box generated a lot of free buzz. It was tweeted by consumers and athletes several times, complementing the launching campaign of the Nike Free 5.0. It was the first step of a launching campaign that sold the 100% of the product distributed to stores in Uruguay.