The goal was to integrate the core creative concept of a red line paired with the thought that “You are faster than you think” into media. Make Nike synonymous with “speed”.

First execution of its kind in the world! The case won gold for magazines at the 2004 Canadian Media Innovation Awards.

The innovative red band extension enables the advertising to become unavoidable and interactive. Removal of the band is the only way to access the magazine and it plays off the creative by demonstrating the concept of speed. The reader truly becomes faster than they think by instantly accessing the ad.

We had a short window of opportunity (2 months) therefore the media tactic we selected had to deliver maximum impact and a dominant presence. We wanted to guarantee that our DPS would be well integrated into the magazine and be seen first by 100% of the readers.

The red line is the creative element that is the graphic representation of “speed”. It is the common thread found in every piece of creative, at store level and even in the product itself. In the magazine the ad was exponentially magnified by the red line extending beyond the double page spread and around the entire magazine. The reader had to remove the red band extension from the centre of the double page spread to access the rest of the magazine. By cutting through the clutter and taking the reader directly to the ad, the band delivered on the promise of speed.