"We wanted to create a campaign that directly addressed young Quebecers by using a language and photos with which they can identify," says JosieSeguin, advertising director for Nike Canada of Thornhill, Ontario.
The campaign by Cossette Communication-Marketing, Montreal, stars notedQuebec sprinter Bruny Surin and promotes Nike's Air Brazen shoe as the only shoe for all sports.
Air Brazen is a light, versatile training show inspired by sprinters like Mr. Surin, who collaborated with Nike designers on product design. Mr. Surin is considered as illustrating the qualities of Air Brazen through his skills in a multitude of sports.
With the message 'une seule chaussure pour tous les sports' (the one shoe for all sports), the campaign targets athletes playing such sports as tennis, basketball, running and parachuting.
Nike has taken over the Berri metro (subway) station, one of the city's busiest, by creating multi-sport zones including small-sized soccer fields and basketball courts. Huge murals feature Surin in action, one reaching 25 ft. high and another 60 ft. long.
The campaign also includes French and English TV messages.
The Quebec ad industry has long advocated the need for Quebec-made advertising in many cases, with the conviction that advertising created locally is more meaningful and impactful for Quebecers than advertising created in English-Canada or elsewhere. It often means a different creative interpretation even though the strategy is the same.
Copyright February 2000, Crain Communications Inc.