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SAVY BY NAME AND SAVVY BY NATURE
CUSTOMERS WILL ALSO HAVE THE OPTION TO CUSTOMISE THEIR OWN PEGASUS AND MAKE A NAME FOR THEMSELVES BY DESIGNING A SHOE WITH THEIR OWN NAME ON IT.
THE PRODUCT:
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A LIMITED EDITION CUSTOMISED MO FARRAH PEGASUS TRAINER.
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THE AIM OF THE CAMPAIGN IS TO INSPIRE YOUNGER GENERATIONS TO EMBRACE THEIR IDENTITY AND WITH THE SAME DETERMINATION AND PASSION AS MO, THEY TOO, CAN "MAKE A NAME FOR THEMSELVES".
FOR AN ESTEEMED BRAND LIKE NIKE TO PROMOTE A COMPLETE STRANGER AND A MUSLIM NAMEIS A PROVOCATIVE STATEMENT AND MAKES PEOPLE QUESTION WHO THIS MAN IS AND THAT HE MUST BE SOMEONE SPECIAL.
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THIS WILL LEAD TO CONSUMER CURIOSITY. THEY WILL GOOGLE HIS FULL NAME AND EMPLOYING GOOGLE ADWORDS THIS WILL LEAD THEM TO A PROMOTIONAL SITE.
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THE IDENTITY OF THE MAN IS REVEALED. THAT HE IS JUST MO.
THE CONCEPT:
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THE POWER OF A NAME. IT IS YOUR IDENTITY, YOUR ESSENCE AND THE FIRST THING YOU USE TO INTRODUCE YOURSELF.
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THE PARADOX OF NIKE PROMOTING THIS UNKNOWN NAME, HIGHLIGHTING THE AMAZING ACHIEVEMENTS THAT HAVE LED HIM TO MAKE A NAME FOR HIMSELF SHOWS THAT ANYONE CAN DO IT.
THE BRIEF:
CREATE A NIKE CAMPAIGN TO PROMOTE MO FARRAH AHEAD OF HIS FINAL RACE IN THE 2017 WORLD CHAMPIONSHIPS AND PROMOTE THE NEW RELEASE OF THE PEGASUS TRAINER.
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