Media Awards 2004: Best Travel and Leisure Campaign

WINNER

Title: Nike Freestyle

Media agency: MindShare

Media director: James Ledger

Account director: Malcolm Russell

Creative agency: Wieden & Kennedy

Marketing director: Benj Fearn

Client: Nike

Brand/product: Freestyle

Media/brand manager: Dan Alder

A series of TV commercials introduced Nike's youth audience to the concept of "freestyle" - a mixture of ball skills and hip-hop. A documentary, Freestyler Face Off, was then made to generate interest before the launch of the Freestyle Face Off Tour, a series of freestyle competitions. Interactive TV ads aired on MTV showing some of the action, allowing viewers to vote on their favourite freestyler. The campaign helped Nike keep its place as the UK's number-one sports brands and, in 2003, it reported record profits.