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Wieden & Kennedy, Portland, Ore.


Creative Directors: Susan Hoffman, Jim Riswold

Art Director: John Boiler

Copywriter: Glenn Cole

Photographer: Alan McPhail

It was springtime and John Boiler, a Wieden & Kennedy art director, was standing atop a Colorado mountain thinking about a campaign concept for Nike ACG outdoor gear.

Raised ambling about in the woods, he and his partner, Art Director Glenn Cole, wanted to show the passion and values of true outdoorsmen, instead of the "yahoo mountain spirit and thrashing around outdoors" of competing ad efforts. The ad should not feature a lot of talk about boots, but about being prepared for the elements.

Just then, a bolt of lightning hit. The real kind.

"We were all alone on this mountain" without shelter from a quick, fearsome storm, he recalls. "We started to ask, was the weather was suppose to do this today?"

Thus came the answer in the copy: the weather "will do whatever it damn well pleases .*.*. It eavesdrops on the millions of forecasts transmitted through it daily, and in a low, hearty rumble, laughs."

Predictably, of course, the weather also failed to cooperate during the photo shoot.

"We had a tough time finding the location and it was hard to get the weather to be as dramatic as we wanted," says Mr. Boiler.

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