First year in advertising: Learned ads don't need to look like ads!
Nike returned to South Africa after Apartheid boycott and wanted to reach Comrades Marathon runners.
Only issue? (cue dramatic music)
As the official sponsor, Reebok was the only sports brand allowed to advertise.
We found a loophole – anything worn by the runners wasn’t an ad.
We knew that runners had to qualify through their local club.
So, we mailed swoosh transfers to every registered runner with a challenge:
Cross the finish line wearing the swoosh and Nike would make a donation on their behalf.
On the day of the race we ran a full page ad in newspapers nationally.
It kicked off a media frenzy.
Thousands committed, panicking organisers into threatening disqualification.
Over 3,000 runners defied the ban raising over 150,000 Rand.
The Paralympic team's profile soared.
Nike won.
Face of the Comrades
Nike @ Addison Want Stroebel Gorin JWT
Role | Junior Art Director
Award Highlight
White Pea Award, Best Creative in JWT Global Network