Cannes Lions

Music Box

WIEDEN+KENNEDY, Sao Paulo / NIKE / 2022

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Case Film
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Overview

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Credits

Overview

Background

The Nike New Fairies campaign needed PR actions that could generate high engagement in social media. Our goal was to get celebrity digital influencers to talk about our new campaign organically. That's right. Talk for free about a brand.

Idea

Following our idea of ??bringing two worlds together – street skateboarding and fairy tales – we created a magical music box. But, instead of the traditional music and the graceful ballerina, it featured an equally enchanting figure of Rayssa Leal as a skateboarding fairy with a new version of the song “A Dream is a Wish Your Heart Makes", from Disney's "Cinderella”.

Strategy

Handcrafted wooden music boxes were carved one by one. But, instead of a graceful ballerina, they featured the enchanting figure of Rayssa Leal as a skateboarding fairy and played a new version of “A Dream is a Wish Your Heart Makes" (from "Cinderella”).

Execution

Handcrafted wooden music boxes were carved one by one. But, instead of a graceful ballerina, they featured the enchanting figure of Rayssa Leal as a skateboarding fairy and played a new version of “A Dream is a Wish Your Heart Makes" (from "Cinderella”).

Our craftsman produced 20 boxes over 10 weeks. Each box cost US$1,000, totaling US$ 25,000 in production.

Outcome

We sent it to digital influencers and celebrities. They posted it on their social media organically.

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