To develop our partnership around the Nike and Size? Exclusive collaborations, focussing on the Air Max Safari pack. The two products - the Air Max 1 and Air Max 95 - dropped separately, yet needed to form the basis of a consistent campaign.
What the Safari: a digitally-led campaign for the young urban consumer, referencing city life in a humorous, energetic way. We created a variety of rich content for each product, that could be layered and deployed across multiple channels. Teaser stories ran across the Size? digital channels before each product was revealed. The campaign was supported by retail executions in key locations across Europe.