Senior Creative Art Director
Senior Creative Art Director
Nike wanted New Zealand (a Rugby loving nation) to get behind their soccer team, The All Whites during World Cup qualification against Mexico. Our response was to tap into New Zealand’s competitiveness and larrikin sense of humour.
The idea was simple, we asked kiwis to tweet messages of support for the All Whites, and the odd heckle towards the Mexicans, and tag them #ALLWHITES. The tweets were translated to Spanish and projected onto the streets of Mexico. We started by engaging famous New Zealanders to seed the campaign and get the hashtag trending.
To support the campaign on the ground in NZ, we collaborated with street artist, Askew1, to create billboards and street posters featuring star All Whites.