Discover Your Air|微电影|广告营销案例【ADGuider广告指南】

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案例简介：陪审团的文化/背景信息耐克是世界上最大和最具标志性的运动服品牌，Foot Locker是世界上最大的运动鞋零售商之一。Foot Locker一直在寻求与Gen-Z运动鞋头保持相关性，而不会疏远他们的核心千禧一代消费者。我们的目标是利用受耐克Air Max运动鞋启发的社交媒体节日Air Max Day，将Foot Locker的传统作为运动鞋头的目的地。为了大规模接触观众，我们使用了 90 年代的主题有线电视网络结构，为Zs一代和千禧一代创造了大量内容。然而，最重要的目标是让品相者加入运动鞋社区。他们对我们的消费者影响最大，我们必须以有意义的方式与他们联系，以便他们与观众分享体验。告诉陪审团艺术方向。为了推出受全球零售商Foot Locker 90 年代启发的Nike Air Max系列，我们设计了一个模仿 20 世纪 90 年代早期电缆盒的鞋盒。我们与耐克工程师携手合作，设计了包括按钮和脚钉在内的三维元素，并精心制作了通风面板以及定制的金属警告标签。为了进一步使 “电缆盒” 栩栩如生，我们应用了一个透镜状面板来模拟时钟的运动，突出显示Air Max Day (AMD) 其官方日期显示为时间 (3:26)。什么是没有遥控器和电视指南的电缆盒？作为活动的一部分，我们创造了一个真正的功能遥控器，让人们可以与不同的DYA频道互动，还有一个复古风格的电视指南，展示了Foot Locker的节目阵容，运动鞋占星术，填字游戏，整页复古广告等。

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案例简介：Cultural/Context information for the jury Nike is the world’s largest and most iconic sportswear brand, and Foot Locker is one of the world’s largest sneaker retailers. Foot Locker is constantly looking to stay relevant with a Gen-Z sneakerhead without alienating their core millennial consumer. Our goal was to leverage Air Max Day, a social media holiday inspired by Nike’s Air Max sneakers, to spotlight Foot Locker’s heritage as the go-to destination for sneakerheads. To reach audiences at scale, we used a 90’s themed cable TV network construct to create a high volume of content for Gen Zs and Millennials. However, the most important objective was to engage tastemakers in the sneaker community. They have the heaviest influence on our consumers, and we had to connect with them in a meaningful way so that they would share the experience with their audiences. Tell the jury about the art direction. To launch a Nike Air Max collection inspired by the 90s for global retailer Foot Locker, we designed a shoebox that mimicked an early 1990s cable box. Working hand-in-hand with Nike engineers, we designed three-dimensional elements including buttons and foot pegs, and carefully created ventilation panels along with custom metallic warning labels. To further bring the “cable box” to life, we applied a lenticular panel to simulate the movement of the clock, highlighting Air Max Day (AMD) and its official date showcased as time (3:26). What’s a cable box without a remote control and TV Guide? As part of the campaign, we created a real functioning remote for people to interact with different DYA channels, as well as a retro-styled TV Guide that showcased Foot Locker’s show line-ups, sneaker horoscopes, crossword puzzles, full-page vintage ads and more.