Lucila Blumencweig
Photographer at TBWA Buenos Aires
Buenos Aires, Argentina
TitleHoodyOn Moments
Campaign HoodyOn Moments
Advertiser Nike
Brand Nike
PostedDecember 2008
Product AW77 Loopwheeler
Business Sector Apparel, Fashion & Footwear
Story With one foot set in fashion and the other in advertising, and with the collaboration of studio Sartoria Comunicazione, BBDO Argentina developed the new work displayed outdoors in main premium European stores and at "HoodyOn Moments" can already be seen in England, France, Italy and other main capitals of Europe to present the AW77 Loopwheeler, the new version of Nike’s iconic hoody, with 3 relevant sports figures as protagonists: Rio Ferdinand, Marco Materazzi and Vincent Clerc.
Philosophy The execution of the work was centered in the portrayal of the most intimate moments of the protagonists. Photographers followed the Sports figures for hours to capture the portraits of their routes in Manchester, Milano and Toulouse. Many of the pictures were shot by the sports figures themselves, exposing their worlds and private moments.
Problem The AW77 Loopwheeler is the fruit of work of Nike Sportswear with the Loopwheeler signature. In the looms of the Japanese company, only 8 hoodies are handcrafted daily which makes each garment an exclusive product available only at select boutiques and Nike stores.
Media Type Television
Market France, United Kingdom, Italy
Executive Creative Director
Executive Creative Director
Art Director
Art Director
Creative Director
Account Director
Account Executive
Head of Production
Production (Europe)
Integrated Communications Director

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