Nike - "Bridge"

DDB Paris

DDB Paris PARIS, France

Awards

5869

Marque: Nike
Pays: France

Annonceur: Nike

Titre	Bridge
Titre (langue originale)	Pont
Agence	DDB Paris
Campagne	Follow the light! - Nike
Annonceur	Nike
Marque	Nike
Date de première diffusion/publication	2005 / 7
Produit	Retro Running Shoes
Secteur d'activité	Chaussures de sport
Slogan	Always on the run
Synopsis	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...
Problème	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).
Résultat	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.
Type de média	Affichage
Marché	Afrique, optionlist-countries.COU374, Europe, France
Responsable de budget agence	Thomas Granger
Responsable de budget agence	Eloise Lang
Planneur stratégique	Sébastien Genty
Responsable de la publicité (annonceur)	Stéphane Bail
Responsable de la publicité (annonceur)	Thomas Fabre
Directeur de création	Alexander Kalchev
Directeur de création	Sylvain Thirache
Concepteur / rédacteur	Jérôme Langlade
Directeur artistique	Sébastien Pierre
Photographe	Ben Stockley
Acheteur d'art	Sophie Mégrous