Nike: Bringing jogging closer to young people in Barcelona
Bronze Lion at Cannes 2011
2 bronze sun awards at the festival El Sol 2011
Best Comprehensive Campaign at the Strategy and Marketing Awards 2011
Modifying young people’s perception of jogging, a sport they see as a synonym of discipline, effort and suffering.
Showing that young people are great runners, but they’re not aware that they do this sport every day.
To do so, we looked for a way of showing them their ability to run in those places where they usually run: when they miss the bus, when they are late for an exam, when the crane picks up the car…
Besides, an event called ‘Pasarlo bien corriendo’ (To have fun jogging) was created, which honoured young people who run, with the performance of Love of Lesbian.