Cannes Lions

NIKE PRESTO

COSSETTE MEDIA, Toronto / NIKE / 2003

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

• We developed the underground media ideas that led the anti-media 'youth influencer' to the new Presto venue.

• We toured the appropriate neighbourhoods to verify insights and select/create media opportunities that were relevant and effective for the target.• We then convinced media companies to transform the neighbourhood landscape – walls, garbage cans, plywood … into media vehicles for us.

• The ultimate challenge was convincing magazines to let our graffiti message naturally extend beyond advertising page onto the adjacent editorial.• Negotiations were intense - yet ultimately successful – as many items were media firsts, there was no frame of reference on which to base the cost.

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