The challenge for this project was to match the voice and tone of Nike with a new approach to its storytelling. Right off the bat, we had a clear idea of what to do: express the conflict between runner and city. Among the many campaigns that the brand has had throughout the years, we chose Nothing beats a Londoner by Wieden+Kennedy London, Riff Raff Films, and Megaforce as a mood reference of our storytelling. The concept we worked from was: what if the romantic names of U.S. cities were cautionary tales about what it means to live in them?
From that point, we decided to go with three of the more well-known romantic names in the U.S.: The City of Angels (L.A.), The City that Never Sleeps (N.Y.), and The Windy City (Chicago). We thought this selection represented both coasts of the U.S. (and the Midwest) and, as a sample, it worked well enough to attract other cities that wanted to partner with Nike for upcoming campaigns. The aim was to position Nike in this city as the brand of choice for those that have been in the city long enough to endure it, as well as recognize their efforts and give them a sense of belonging, a sense of "it's worth it".
Having lived in Los Angeles for two years, I was able to provide brainstorming copy that would give that sense of conflict against the city. When crafting it, we always kept in mind that the structure of the script needed to work well not only in all three cities but in any other city, from The City of Light (Paris, France) to The City of Flowers (Bandung, Indonesia).
Team: Gabriel Rivas (Copy) and David Casares (Copy & Art)
This project was crafted as part of the Masters in Creative Advertising at Zinkproject.