Nike : Speedy Street Art Down Under

Nike's "You're Faster Than You Think" TV campaign gets some "ambient support," as they call it in Australia, via funky street art. "The idea is that there are triggers in all of us that allow us to be faster than we ever thought we could be," notes Publicis Mojo ECD Darren Spiller, so concepts descriptively titled "Vomit," "Chili," "Quarryman" and "Bees" employ "commissioned street artists to produce giant stickers on how the 'trigger' to be faster can be activated," Spiller explains. "Each sticker plots the path of a character in urgent need of getting to a real-life object on the street. The use of street objects makes the idea more immediate, interactive and impactful to the target: young males. We believe that streets are the new art galleries, and we selected each artist for his own particular style. And we reminded them that 'whatever you do, don't think that because this is advertising you need to tone down the subject matter in any way.' In fact, we wanted them to do the opposite."