Nike is never an official sponsor of the Olympics. But you would never know it.
2004 - The Olympics make it back to Athens to celebrate the anniversary of the games themselves. And Nike did their usual thing, go out to market with a bang, to make it appear that they are a sponsor of the games.
Their impact each time is huge.
We worked with international partners AKQA, R/GA and Weiden + Kennedy to regionalize the effort for Canada (with Taxi and Cossette Media).
At henderson bas we were responsible for digital and some local market activation strategy with those agencies and events company Trojan One in Toronto. This effort to build a national campaign to find the fastest kid in Canada, with races heled in key markets across the country.
The site was heavily social when social wasn't cool - to hype the event and get kids chirping at each other well before they got to race each other.
Anyways the campaign flexed its muscle in OOH and won a lot of international awards for clever media and creative.
