Nike

Paralympics

Summary

The Nike Paralympics Integrated Campaign was previously one of the most internationally awarded campaigns.

Background

We were briefed to produce a low-budget campaign promoting Nike's sponsorship of the SA Paralympic team to Sydney 2000. (In 1996 the team brought home 28 medals from Atlanta - 10 Gold, 8 Silver and 10 Bronze.)

Approach

The campaign approach is self-evident. (See all elements.) All the agency recommendations were endorsed and praised by the National Paralympic Committee of South Africa (NAPCOSA).

Elements Produced

Press, Poster, Magazine, Ambient Media, Television, Banner Advertising, Taxi Decals.

Results

Low budget campaign. High impact. High awareness. The creativity of the campaign resulted in free publicity for Nike's sponsorship of the paralympics in both TV and press.

The South African team surpassed the Atlanta record by bringing home 38 medals in total - 13 Gold, 12 Silver and 13 Bronze.