DIGITAL REBRANDING
“There exists a dark place inside of all of us. A secret being kept. Black is everything. Black is nada. Elegant, sexy, powerful, classic, modern, sleek. Black is a secret. Black is Sportswear”.
Black Pack is Nike Sportswear colletcion completely designed with color black as theme. The objective was to influence the influencers. Notorius Nike athletes were selected to be the face of the campaign, Luciana Aymar (world number one field hockey player), Sergio Kun Agüero (soccer player of Atlético Madrid), Carla Rebecci (hockey player), Juan Martín Hernandez and Gonzalo Tiesi (rugby players).
Under the concept “Black is a Secret”, the agency created a 360º campaign that includes a variety of pieces approached in an innovative way and with high end art direction. The main piece of communication was a secret limited edition art book, that was distributed among opinion leaders. Each chapter portrait a secret black fantasy of each athlete. Black is fantasy, black is wild, black is power, black is rebel, black is magic.
The campaign also run print, OOH, retail, merchandising, ipad application, and an exclusive secret black party in Punta del Este, Uruguay.
NIKE Plus. (Arg) Bs. As. Chicago. 8979k. Challenge.
The Nike Plus system is an innovative technology that provides runners with an accurate information about the running performance; It allows to create an online training plan and connect with a world wide community of runners.
To prommote the sales of Nike Plus, Furia came up with a marketing concept, a big idea: “Why don’t we change an individual sport like running into a social sport.” Let’s run in teams, let’s race together. And all miles together to a common goal.
The objective was to cover the distance between Buenos Aires and Chicago, 8979 K. The team, 15 runners. How? Adding miles with Nike Plus. The price: the winning team leader gets to run the Chicago Marathon.
The 360º was built around Facebook platform and included OOH, print, t.v., guerrilla, t-shirt graphics, merchandising, viral campaign and PR.
30 running teams completed the challenge and 230 Nike Plus sets were sold in the first two weeks of the competition.
«Foodies» tiene como objetivo dar a conocer la amplia gama de productos y reflejar como ATMA, que tiene una gran historia para los consumidor es argentinos, logró evolucionar para adaptase al contexto actual y convertirse en una marca contemporánea.
ATMA es parte del ecosistema hogareño y de un mundo obsesionado por mostrar con orgullo lo que preparó y está por comer; desde el más experto, al que por primera vez pisa una cocina y hasta el que quiere ver si le sale la polenta grillada palermitana en cuadraditos para deslumbrar a sus amigos, todos con la intención de impresionar, de instagramear, de innovar y jugar.
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Para mostrar el trabajo de la Fundación y concientizar sobre la recuperación de especies hicimos una acción en el mes del día del niño. Los chicos que visitaban el parque podían llevar sus viejos animales de peluche y ayudar a restaurarlos. Los peluches fueron restaurados y devueltos a su hábitat natural: hacer feliz a un niño del Hospital de Niños Pedro de Elizalde.
Este spot producido por Gizmo nos muestra la historia de dos ciervos que fueron rescatados y devueltos a su hábitat natural por la Fundación Temaiken.
Esta historia real fue proyectada en cines a modo de trailer durante las vacaciones de invierno. De esta manera convocábamos a los niños al bioparque contando también las causas de recuperación de Temaikèn.
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