1.

BRAND HISTORY ANALYSIS

- Words to describe the Brand

Innovative, Youthful, Energetic, technological, comfort, elegance

- Unique Selling Proposition

For the brand that is NIKE and that manufactures the best sportswear in the world, they
have creative designs, technology in their products, and production of the highest quality.

- Brand Positioning Statement

Nike sells to upper-middle class consumers; Both cheap and high-priced products exist,
both types still contain superior quality and innovative designs that help the brand to be
unmatched in the market.

- Your thoughts about the current image of the brand

A sustainable image, advertising based on sports culture, they are always the most
futuristic, have great designs, project a youthful image of strength.

- Reference images and logo of the brand

2. BRAND PERSONALITY ANALYSIS

I'm strong. I am the best at what I do, and I am a leader.
I am fast and leader. I am always the first and I never run out of energy.
I am energetic I have adrenaline running through my veins, I am active and never in one
place.
I am confident. I believe in myself, and I know that I can achieve anything I set my mind to.
I am innovative. I produce new designs; models and I get creative.

3. CAMPAING CONCEPTS
- Concept ideas
1- A young girl playing soccer is passionate and motivated, and then manages to score
(dressed in Nike clothes)
2- Teenager in a wheelchair sliding down the football field, wearing Nike shoes
3- People running down the main lane of “El Malecon”, some wearing Nike clothes, they
are a couple, they smile and love each other.

- Description
1st concept: cold light will be used to create a more dramatic effect; the colours will be
monochromatic and
blue, it will show that the brand is strong, fast and energetic, a wide-angle lens will be used
to focus
the girl and the environment to mark.

2nd concept: the colour palette will be black and white, hard light will be used to create a
dramatic effect, and frozen action will be used as the child slides across the field, a wide
angle lens will be used to include the surrounding environment, showing that everything
You can if you are strong and believe in yourself.

Concept 3: Colour palette will be a more natural colour scheme, shows the brand is
confident and youthful, longer/telephoto lens will be used to focus on running subjects,
warm light, and rules of thirds will be used (people running will be placed on the grid of
thirds), Bokeh will also be used to bring running subjects into focus and blur outdoor areas
a bit. The runners are also a couple, and it shows that love runs.

- References
4. PRODUCTION BRIEF
- Location
El Malecon, a couple runs down one of the lanes, they are energized, in love and turned
on.

- Styling & Make Up

The rays will be totally natural. The focus will be on the couple's feet, so no makeup is
required, the idea is for the campaign to be completely natural. The girl and the boy will
wear Nike shirts, shorts, and sneakers.

- Props
A natural, summery path they run along will be painted with motivational signs

- Reference images
- Estimated budget

It will be a medium budget campaign, so not much money will be needed for anything
other than sportswear, the photographer, the nature trail, and also for the 2 running
models, so maybe around 6 thousand soles