20/02/2017
WOW we just love all things Nike ❤
Stunning campaign ex*****on in windows and in-store! So powerful 👊
The project objective was two fold; to launch the new Zonal Strength Tights across 30 UK stores, including global flagship Nike Town London (NTL); and achieve an empowering, personal connection with the Nike Womens' consumer.
Nike required a supercharged, immersive display concept to mirror the hyper creative collaboration with artist, FKA Twigs. We identified in this case Nike’s need was to pair unexpected novelty and cultural relevance to mirror the values of their intended audience.
Irrespective of scale and scope in each store environment, it was essential to embody the emotional values and physical strength depicted in the campaign assets and maximise on the captivating imagery in smaller stores to allow for a premium, concentrated activation in NTL.
Within NTL continuity and seamless creative consistency were achieved through the use of overgrown foliage and preserved palm leaves to recreate the sinking colonial capital of Mexico. The enriched, immersive environment invited store visitors to engage in a sense of adventure and exploration through the presentation of multiple sporting genres.
Carefully curated schemas were used to frame the product and create an accessible visual narrative. This approach responded empathically to the young female, time-poor audience, while enriching their experience with exclusive social content. Neuroscientifically this exchange of 'social currency’ activates the reward system, which in turn encourages long-term loyalty and attachment
