2014 Winners & Shortlists

The Brief

Nike wanted to launch a new Hypervenom football boot in the Middle East. Hypervenom is positioned globally as a deadly predator – ‘the new breed of attack’. To build hype, the target audience of ‘football obsessed teens’ needed to be talking about it in social media and then be driven to store to purchase the boot.

Creative Execution

We partnered with SkyCargo, so that like a real predator, Hypervenom arrived in a secure live freight container on a cargo plane. This military-looking piece was in the signature black, with air vents for the predator within, and a countdown timer on the door. This ‘deadly cargo’ then travelled through Dubai, before arriving sealed at the Nike Store. Finally it opened to become the in-store display. When open, the fittings were inspired by a natural history display, allowing the consumer to explore the product development.

Describe the creative solution to the brief/objective.

Nike wanted the launch to be the biggest boot launch in their history. However, the Middle East was getting the boot 2 months after the rest of the world. So we could not create hype around the big reveal of the product. And there was only budget for point of sale and social media. So we decided to bring these together to create something unique: an integrated story around the arrival of the boot.