Paper Battlefield
- Brand:
- Nike
- Agency:
- Mccann Hong Kong
2009FilmVideo · YouTube
Timeless principle
Make the recruitment medium feel like the competition itself.
The idea
Turn print and paper into the arena where young basketball players fight for a place in Nike’s league.
Why it works
The handmade visual world gives a grassroots tournament its own mythology and sense of combat. Every piece of communication feels like part of the same contested court. Nike makes entry into the league feel earned before the first game begins.
