Cannes Lions

NSW DESTROYER JACKET

A WORLD BENEATH, Stockholm / NIKE / 2012

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Overview

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Overview

Description

During autumn 2011 one of Nike’s most celebrated European athletes, Zlatan Ibrahimovic, turned 30. Nike approached us to create a campaign that would celebrate Zlatan and at the same time tie him closer to Nike and a specific NIKE product: the NSW Destroyer Jacket.We created the 'Crafted For Destruction' campaign. The idea was to tell the story of Zlatan’s past and future victories the way he has already chosen to do it: through his tattoos. We created a one of a kind NSW Destroyer Jacket on which we let Zlatan’s tattoo artist curate a selection of Zlatan’s tattoos and put them in the same place on his jacket as they are on his body. 4 jackets where made: 3 were put on display at premium Nike retailers in Stockholm, Milan and Amsterdam; 1 was given to Zlatan.

The making of was documented in a film, called 'Crafted For Destruction'.

Execution

The campaign started with consumer PR at the same time multiple media were seeded the story on November 20th 2011. The digital PR initiatives kicked in second with content feeds to Nike Facebook channels, Zlatans Facebook and other influencer Facebook channels. On the 21st of November, 3 retail installations appeared in premium Nike retail spaces in Milan, Amsterdam and Stockholm and they were shown for the period of a month. The film content were seeded to Aftonbladet.se. Media buys took place on Facebook and Wetransfer.com. Finally on the 23rd of November the film was aired on the media set at San Siro in Milan during the champions league game between AC Milan and FC Barcelona and aired on TV station Media 7 in Italy.

Outcome

- The film has nearly 200,000 views of the film in Nike-owned channels to date;- More then 8,000 likes on Facebook.- Over 12m reached through PR;- The film was shown on Mediaset, in the break of the AC Milan - FC Barcelona Champions League game to 1.2m viewers;- The film was the 3rd most viral video in Sweden in 2011 according to the Unruly Viral Video Chart;- The project generated over 200 PR clippings world-wide.

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