Street art campaign is shoo-in for Grand Prix
‘Air Max Graffiti Stores’, entered by AKQA Sao Paulo for Nike, overcame competition from 2,195 rival entries to secure the Media Grand Prix.
Jury president Karen Blackett, UK country manager for WPP, called it “a brave piece of work that tapped into the culture of the city of Sao Paulo. It was a great example of how to combine digital and physical activations — and of how the medium can become the message.”
The campaign involved Nike working with local graffiti artists to support the launch of new sneaker lines. Consumers who wanted to secure the sneakers ahead of the official launch were encouraged to go to the graffiti sites in person and take pictures with their mobiles. This triggered an e-commerce opportunity.
The jury also awarded seven Gold Lions. Blackett said: “A lot of campaigns were focused on local markets, so we had to make sure we understood the insight and its relevance. We also wanted to make sure data was used to enhance the work — not just for show-boating.”