Nike‘s Addiction campaign in Brazil has won a Yellow Pencil for Direction for Film Advertising, and Cinematography For Film Advertising, at the 2012 D&AD Awards. The campaign, aimed to stimulate interest in running among young people, began with a teaser introducing the hashtag #coisadaboa (Goodstuff) and a telephone number. Stickers were put up in the restrooms of the main bars and nightclubs in São Paulo and Rio de Janeiro, and newspaper block ads “announced” the arrival of the new “good stuff”.
The Addiction film, promoting running as a healthy addiction, aired online, on TV and in cinemas in Brazilian cities. Click on the image below to play the Addiction video in YouTube (HD)
The #coisadaboa Phone app, and a geolocation action on Foursquare, announced where Nike was offering free training for those who wish to take up running. Inserts in youth magazines, done in street wheatpaste poster format, were supplemented by posters in bars and nightclubs. The campaign was gathered together on nikecorre.com and Facebook.
The Addiction campaign was developed at F/Nazca Saatchi & Saatchi, São Paulo, by creative directors Fabio Fernandes and Eduardo Lima, head of art Joao Linneu, art director Rodrigo Castellari, copywriters Eduardo Lima and Pedro Prado, typographer Mario Níveo, agency producers Adriano Costa and Marcio Leitão, account directors Marcello Penna, Saulo Sanches, Gisela Assumpção, Mayra Pellegrini, Caroline Poppi, media planners Lica Bueno, Sandro Cachiello, Bruno Storace, planners José Porto, Utymo Oliveira, Marcus Nascimento, working with Nike marketing team Tiago Pinto and Guilherme Glezer.