The Armstrong Conquest

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A Down Under Nike "Conqueror" campaign includes a poster and print ad that has the gall to mess with the name of a certain country in Europe in order to pay tribute to the "larger-than-life heroics of quintessential Nike personality Lance Armstrong," as Publicis Mojo writer Paul Bootlis puts it. "The strategy behind the campaign called for a simple and powerful way to demonstrate how one person can leave an indelible and enduring mark on not only his sport-he's won the Tour de France for six years running-but the world." Maybe Toulouse should change its name to To Win. At any rate, a cartographer from Philips Maps in the U.K. was tapped to make the ad "look more authentic and un-adlike, in the tradition of the elementary school atlases we all remember," says Bootlis. So what do the French think of this? We can only hope we get to see them pop their berets. There's some consideration of going global with the work, according to Bootlis, but right now it's Oz only.

Client: Nike Agency: Publicis Mojo, Melbourne CD: Darren Spiller AD: Tim Forte CW: Paul Bootlis Cartographer: Ray Smith Retouchers: Marcus Thyer, Robert Van Rooden Typographer: Tim Forte

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