Nike: Addiction

This drug has never seen an ex-addict.

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Editor's Pick

F/Nazca Saatchi & Saatchi and Nike team up for a campaign to encourage running among Brazilians. The frenetically edited spot almost reads like a PSA, depicting running as an addiction that is actually good for your body.

The integrated campaign features a hashtag, #coisadaboa (#goodstuff), that was introduced in a teaser for the campaign. Stickers featuring the hashtag were put up in clubs in Brazil, along with newspaper ads, radio and tv interruptions announcing the arrival of the "good stuff" along with a telephone number. Curious fans that rang up heard a message announcing that something new was coming.

The great reveal came in the film, which was shown on television, online and in movie theaters. There are also inserts in youth magazines and a social media strategy that includes Foursquare geolocation actions where Nike is offering free training for those wanting to get addicted to running.

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About

Credits
Date
Aug 01, 2011
Agency:
F/Nazca Saatchi & Saatchi
Client:
Nike
Creative Director:
Fabio Fernandes
Creative Director:
Eduardo Lima
Head of Art:
Joao Linneu
Art Director:
Rodrigo Castellari
Copywriter:
Eduardo Lima
Copywriter:
Pedro Prado
Typography:
Mario Niveo
Agency Producer:
Adriano Costa
Agency Producer:
Marcio Leitao
Media:
Lica Bueno
Media:
Sandro Cachiello
Media:
Bruno Storace
Planner:
Jose Porto
Planner:
Utymo Oliveira
Planner:
Marcus Nascimento
Production Company:
Delibistrot
Director:
Jones+Tino
Cinematographer:
Andre Faccioli
Post Production:
Casablanca
Editor:
Ricardo Jones
Editor:
Marcio Leitao
Sound:
Satelite
Advertiser's Supervisor:
Tiago Gil
Advertiser's Supervisor:
Guilherme Glezer

See more credits

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Genre
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