First year in advertising: I learned ads don't need to look like ads.
Nike returned to South Africa after their Apartheid boycott and wanted to reach Comrades Marathon runners.
Only one catch (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 classed as advertising.
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 every runner’s behalf.
On race day, we ran a full-page ad in national newspapers.
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
White Pea Award, Best Creative in JWT Global Network