Nike launched a regional outdoor campaign to promote the Nike Pro Combat Dri-FIT Competition Base Layer range. The campaign was based around football and rugby fixtures and used out-of-home formats close to match venues to target sports fans with tailored copy for the specific sport and teams.
Working with Wieden + Kennedy, Grand Visual produced the DOOH copy which featured Nike sponsored players smashing through the word BOOM carved out of a block of ice. The creative illustrates the power and performance of the clothing range which combats the cold.
As well as using a variety of DOOH formats along major transport routes and in close proximity to each match venue, the campaign also starred different players to ensure that each execution was locally relevant. For England’s rugby fixtures against New Zealand and Australia, England captain Lewis Moody was featured across XTP, DEP, LCD and Transvision screens at Waterloo underground and rail stations and on static 6 sheets in close proximity to Twickenham Stadium.
Similarly, the Villa vs Blackpool football match at Villa Park showed Agbonlahor smashing through the ice on Birmingham’s 5 Ways screen, Transvision screens, and Super Novae’s brand new Birmingham M5 Lynx screen. This was followed by bursts of activity around Arsenal vs Spurs at Emirates Stadium, Villa vs Arsenal at Villa Park, and Man United vs Arsenal at Old Trafford.
The campaign was booked by Mindshare and runs 5th November to 6th December.