MEDIA: MEDIA CHOICE - Jade Garrett chooses Nike’s advertising around last Sunday’s London Marathon

’While I wouldn’t dream of hauling myself out of bed on a wet Sunday morning to belt around the 26 miles that make up the London Marathon, I do have to admire the ingenuity of this campaign by Nike.

’While I wouldn’t dream of hauling myself out of bed on a wet

Sunday morning to belt around the 26 miles that make up the London

Marathon, I do have to admire the ingenuity of this campaign by

Nike.



’It attempted to hijack the day without shelling out to be one of the

event’s official sponsors.



’Ninety posters positioned around the entire circuit meant that Nike

could talk directly to the people running the Marathon as well as the

thousands who watched from their sitting rooms.



’The campaign featured giant post-it notes on to which people had

scrawled their good-luck messages to friends and family My favourite was

from Class 4a to their teacher, saying: ’We still don’t like you.’’



Client Nike

Medium Posters

Media planning and buying Emma Lesh at Manning Gottlieb Media

Poster specialist Posterscope

Creative Wieden & Kennedy

Brief Encourage and support the London Marathon runners