Italian-market print ads and posters for Champion, which combine the work of artist Kurt Wenner and photographer Nadav Kander, are one of the first efforts undertaken by the Publicis Worldwide Creative Board. According to Publicis, the brief was opened up to this global group of 17 creative directors, and a number of ideas were presented to the client, with this ultra-artsy "Escape" concept ultimately being developed by the New York office. "The rationale for the work is that every person has a demon they're trying to escape from," according to the agency. "The work encourages people to use their demons as a motivation," the particular demons in question representing "Gluttony," "Conformity" and "Poverty." As for the origins of this unusual mixed-media project, "We first had the idea when we saw Kurt Wenner's outstanding drawings," says writer Bernard Hunter. "These awe-inspiring creations are so grotesquely lifelike, we easily imagined having a real athlete interacting with them. We convinced Kurt to create, for the first time ever, pieces with a modern theme. Then we enlisted the help of Nadav Kander, who understands landscapes brilliantly-we knew he would be able to capture the feeling of loneliness in the athletes."
Client: Champion Agency: Publicis/New York ECDs: David Droga, Howard Willmott, Duncan Marshall, Alasdhair Macgregor CW: Bernard Hunter AD: Michael Bond Art Buyer: Maggie Meade Photographer: Nadav Kander Retouching: Actis, London Street Artist: Kurt Wenner