2020

NYX Awards - 2020 Grand Winner Winner

GANG For Good

Entrant Company

Miami Ad School Toronto, Europe and San Francisco

Category

Advertising (NEW) - Advertising / Other

Client's Name

Nike

Country / Region

United States

Experience Level

Internal

Over 10,000 women in the UK are in gangs, specifically those aged 10-24. If you get recruited or pressured into a gang, it\'s hard and life threatening to get out.

Nike introduces GANG for Good, the good gang that helps women avoid bad ones. A community of loving, supportive and encouraging women that run for a better future, so they could eventually run London.

Our Integrated Campaign Consists Of 3 Executions:

Our Invitation:

To reach women safely, we disguised our invitation in the products all women purchase regularly: feminine hygiene products. Hidden inside of it is a code that redirects them to the Nike+ app.

Our Free GANG For Good Shoes:

Once in the Nike+ app and they register, they will receive their free GANG For Good Shoes so they could identify each other, run free together, forever and run London.

The GANG For Good Extension For The Nike+ App:

A new feature and extension to the already existing Nike+ App to direct GANG For Good with alerts, updates and directions on the areas that should be avoided, with the option to call the police through a secret word if needed.

Credits

Art Director
Ted Pedro
Art Director
Lee I
Copywriter
Refaat Rico
Copywriter
Hatem El Akad
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Country / Region

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