Nike took the brand’s story to a whole new level with its ‘Story of Speed’ cam­paign that lit­er­ally had the Sum­mer 2016 Mer­cu­rial foot­ball boot un­der the spot­light.

VM&RD - - CONTENTS - Chanda P Ku­mar

An­other suc­cess­ful part­ner­ship be­tween Nike and Milling­ton As­so­ciates saw them de­liv­er­ing a state-of the-art in-store cus­tomer ex­pe­ri­ence and win­dow dis­plays at Nike­town Lon­don, for the brand’s Sum­mer 2016 Mer­cu­rial foot­ball boot launch cam­paign. The cam­paign was de­signed to show­case a ‘Story of Speed’ by bring­ing to life Nike’s ideal per­cep­tion of speed through in­ter­act­ing with cus­tomers in pow­er­ful, un­ex­pected ways. At the store en­trance, vis­i­tors were greeted by a full size replica For­mula 1 car mounted in front of a mas­sive LED screen with al­ter­nat­ing images to rep­re­sent the en­ergy, power and speed as­so­ci­ated with For­mula 1 rac­ing. The high­light of the scheme was a ful­lon speed ex­pe­ri­ence in the cen­tral core area of the store. A staged man­nequin sprint­ing around the cen­tre of the core backed by a dou­ble sided cir­cu­lar screen

formed from 270 in­di­vid­ual drops of poly­car­bon­ate backed LED’s sus­pended from the ceiling. For max­i­mum ef­fect, each LED was in­di­vid­u­ally pro­grammed to cre­ate a mov­ing wave of Mer­cu­rial graph­ics and con­tent.

LED Screen and Pro­gram­ming O’Neill Mod­ern Me­dia

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