|Title (original language)||Prune|
|Campaign||Follow the light! - Nike|
|Date of First Broadcast/Publication|
|Product||Retro Running Shoes|
|Business Sector||Athletic Footwear|
|Tagline||Always on the run|
|Story||6 visuals were shot at night and represent both trace of the car lights and the trace of the retrorunning shoes (the night pushes the idea to live life to the full). On some visuals, the trajectory of the trace represent someone that goes through the city playing with it. The locations in Paris has been chosen to be relevant to the target, they are familiar, but without being "cliché" (Saint Paul, Canal Saint Martin, Pont de Bercy, BNF...)|
|Philosophy|| The idea of the agency was to take it from the specificity of those running shoes reedition: they exist in a very wide range of colours. And to show them centrally in an urban setting, play-ground of our metro target.|
By combining a product reality (running / colours) and a target reality (the speed of the city, a upbeat life) the campaign allows each one of us to relate to idea that one is basically "always on the run", going from the office, to a drink with friend, to the movies...
|Problem||The objective for this campaign is to advertise Nike retro-running range (relaunch of mythical running shoes) and targets "metro" (urban men and women 25/35 years old, with affinity to fashion, style, trends).|
|Result||The campaign developped by DDB Paris for Nike France has caught the attention of Nike Europe which decided to broadcast it in Middle East and Africa and also in 42 countries in press and outdoor.|
|Media Type||Outdoor/Out of Home|
|Market||Africa, optionlist-countries.COU374, Europe, France|
|Account Manager||Thomas Granger|
|Account Manager||Eloise Lang|
|Strategic Planner||Sébastien Genty|
|Advertising Manager||Stéphane Bail|
|Advertising Manager||Thomas Fabre|
|Creative Director||Alexander Kalchev|
|Creative Director||Sylvain Thirache|
|Art Director||Sébastien Pierre|
|Art Buyer||Sophie Mégrous|
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