Ben Stockley
Photographer
Paris, France
TitlePlum
Title (original language)Prune
Agency
Campaign Follow the light! - Nike
Advertiser Nike
Brand 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
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Strategic Planner
Advertising Manager
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Creative Director
Creative Director
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Art Director
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