“We Run Mexico” was a campaign and activation to get Mexico to move. But how do you cut through the noise in a city with over 24M people and few opportunities to exercise? We issued a challenge to the barrios of Mexico City to see which barrio would show their pride by logging KMs through Nike+. During the three month campaign runners logged 238,000km and grew our fans from 300K to 1.9M, making Nike Running Mexico the world’s largest and most engaged Nike running community in the world. The campaign was wrapped up with 30,000 runners competing in 10K’s in Monterey, Guadalajara and Mexico City.
The Mexico National team was on the bubble trying to qualify for the World Cup. We wanted to highlight a key match that would determine their fate, but the national team was sponsored by Adidas. That meant we couldn’t come within 5000 feet of the stadium. So we launched a digital and street guerilla campaign with a single word, “Partetela.” One word that summed up the moment encouraging the team to “Give it your all.” The campaign caught fire on the streets of Mexico City and digitally with over 115K likes in the first 24 hours of posting.
Nike SB was looking for a way to connect all of the America’s so we used the Pan-American Highway for a skate tour featuring SB’s best skaters. Paul Rodriguez, Luan Oliveira, Ishod Wair, Shane O’Neill, Youness Amrani, Theotis Beasley, Karsten Kleppan and Eric Koston skated for fans in San Paolo, Buenos Aires, Lima, Mexico City and LA. But how do you visually connect such different countries? We used money as the design inspiration for the Ruta Panamericana Tour.
With this campaign we went in KD’s head to hear what he’s really thinking about while he balls.
We needed a unique way to launch the Project BA Nike SB shoe. We hosted the first “skate with the dead” event on two islands in the iconic Xochimilco district.
After 15 years of the Two Guys it was time to freshen up one of the most iconic campaigns ever by finding out who else is on the Sonic lot. We called on Jane Krakowski and Ellie Kemper to fill the role.
The Nike Free Flyknit was inspired by running barefoot. So for its launch Nike+ runners could earn the opportunity to run with the Raramuri tribe in northern Mexico. This traditional tribe still runs barefoot as their means of transportation and can log over 50 miles daily.
Square Shakes was the world’s first product designed for Instagram. This execution won a Cannes Lion, Facebook Gold Award for innovation and was featured on the cover of Comm Arts Advertising Annual and as a feature in AdWeek’s “Top Creative Trends of the Year.” It also earned us 1 billion impressions with a cost of .00005 cents per impression. It was even Instagrammed by Instagram.
The New American Music Union was a first music festival of its kind, with 30,000 attending over two days. Curated by Anthony Kiedis and featuring Bob Dylan, The Roots, The Raconteurs, Gnarls Barkley and many more.
The Sonic Two Guys campaign is one of the most iconic ad campaigns in history. It has run for over 15 years and continues to be the driving force behind making Sonic super fans.
Epic Training was a movement meant to inspire people to train like an athlete. It started in LA with a training series created by Marines for HS football players. Epic Training went global.
We launched the “Our Cup Is Your Canvas” campaign with Tad Carpenter. A well respected artist known for designing band posters. The new packaging was intended to take advantage of the distribution of over 1 billion cups annually. The design turned our cups in to art and encouraged more conversation and more sharing.
Our “Our Cup Is Your Canvas” collaborations continued with world renowned street artist Kevin Lyons. Kevin is known for his work with Supreme, Chanel, Nike, Adidas, Converse, Colett in Paris and many more. People were stoked to see his beloved monsters on our summer packaging.
Nike 124 was a brand space located in the coolest neighborhood in Mexico City where all Nike product launches and activations were hosted. The brand identity needed to scream innovation while being highly versatile. Not only was 124 the house number of the space, it quickly communicated that at Nike we don’t just go in order, we skip 3 and go straight to 4.
KD listens to a motivational speech to get him pumped up for his comeback from injury in this campaign.
High School football teams were prepping for the playoffs all over middle america. We used Nike branded helicopters to deliver hyper drops with the latest Nike Pro-Combat gear so teams would be ready for the elements. We delivered to 30 schools, 3000 kids and a created an organic explosion on digital.
We wanted to show just how happy new frozen lemonades made mouths, so we created Sipsters.
We initiated an epic campaign for the launch of Nike’s new Tech Fleece. The response in Mexico was huge making it one of the most successful Tech Fleece campaigns in the world.
A seasonal planning meeting that took Nike Training to the next level.
Sonic’s kids meal, the “Wacky Pack”, felt stale, non descript and outdated. So we reimagined the Wacky Pack and created a host of characters that feel fun and cool for kids of all ages.