Feature

The Work: New Campaigns - The World

NIKE - HYPERIZE - US
Credits
Project: Hyperize
Client: Dan Alder, Nike
Brief: Nike has done the impossible and made the perfect shoe, better.
They've made the lightest shoe, lighter. And, yeah, they even look
tighter. But now we've gotta prove it. We've shown everyone what the
Hyperdunk allows you to do, and they believed us. Now we've got to show
them how the Hyperize will up their game
Creative agency: Wieden & Kennedy Portland
Writer: Brandon Pierce
Art director: Mike Warzin
Planner: n/s
Media agency: Nitro
Production companies: Streetgang Films, Furlined
Director: Andreas Nilsson
Editors: Logan Hefflefinger, Stephen Burger; Final Cut
Post-production: Jennifer Miller
Exposure: TV

THE LOWDOWN

Nike has produced an ad that takes the form of a two-and-a-half-minute music video, which is running across a number of music video channels.

Created by Wieden & Kennedy Portland and airing on MTV, MTV2 and BET, the spot features NBA players such as the Philadelphia 76ers' Andre Iguodala, the Cleveland Cavs' Mo Williams and Kevin Durant of Oklahoma City Thunder performing a rap.

The video sees the stars encouraging viewers to "hyperize" rather than criticise as they strut their stuff both on and off the basketball court. Each star is given a rap nickname such as "Fog Raw " and "Velvet Hoop", which is displayed on screen as the sporting heroes spit their lyrics.

Four cut-down 30-second spots will launch later in the month. The campaign is supported by print and outdoor activity.

JOHNNIE WALKER - THE MAN WHO WALKED AROUND THE WORLD - GLOBAL
Credits
Project: The man who walked around the world
Client: Diageo
Brief: n/s
Creative agency: Bartle Bogle Hegarty London
Writer: Justin Moore
Art director: Justin Moore
Planner: Lisa Matchett
Media agency: n/a
Production company: HLA
Director: Jamie Rafn
Editor: Kate Owen
Post-production: Glassworks London
Exposure: Online

THE LOWDOWN

Bartle Bogle Hegarty has created a six-minute film for Johnnie Walker, featuring the actor Robert Carlyle, who tells the story of the whisky brand while walking through the Scottish Highlands.

Seeded on YouTube and written by Justin Moore, the tale takes the viewer through the entire history of the brand, which is narrated by Carlyle in one single shot of six minutes.

While walking, he delivers the story, passing objects relating to the tale along his path. The narrative takes the viewer through the developments of the brand from its humble beginnings in a grocers owned by John Walker, through the generations of the Walker family to its current guise as a globally famous whisky brand.

The single-shot spot required no editing afterwards, but took 40 takes to perfect.

FRITO LAY - POTATOES INSTALLATION - US
Credits
Project: Potatoes installation
Client: Frito Lay
Brief: Bring to life, literally, that the potatoes used in Lay's chips
are grown closer than you think. The Chicago installation celebrates the
farmers who grow potatoes used in Lay's potato chips
Creative agency: Juniper Park
Writer: Andy Linardatos
Art director: Hylton Mann
Exposure: Outdoor

THE LOWDOWN

Juniper Park has launched a campaign to promote the locality of Lay's potato chips with a lifesize installation of potatoes hanging from the ceiling of the Chicago Jackson Tunnel.

The installation, which consists of giant potatoes hanging from their roots breaking out of the tiles in the tunnel's ceiling, is accompanied by the message: "Our potatoes are grown closer than you may think."

The campaign celebrates Chicago's local potato farmers, whose produce is used to make Lay's potato chips.

CLEAREX - PIMPLE CLIMBING - ISRAEL
Credits
Project: Pimple climbing
Client: Clearex acne treatment gel
Brief: Expose the target audience, teenagers during their summer break,
to Clearex acne treatment gel in a surprising and unexpected way
Creative agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Writer: Sharon Refael
Art director: Meron Sasson
Planner: n/s
Media agency: n/s
Photographer: Menachem Reiss
Exposure: Outdoor

THE LOWDOWN

Clearex, an acne treatment gel, is targeting teenagers on their summer breaks with an innovative outdoor campaign.

In order to engage the target audience, Shalmor Avnon Amichay/Y&R Interactive Tel Aviv used a setting that was home to a number of pimple-prone active teenagers.

By plastering an image of a boy's face on a climbing wall, and strategically placing grips over the portrait, the campaign aims to get teenagers up close and personal with acne, while promoting Clearex gel as the ideal treatment.

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