Nike needed to create buzz around their sponsorship of the Philippine National Basketball Team in the upcoming FIBA tournament. Using the 3 colors of their team Nike uniforms (red, white, and blue), we created a Philippine flag made up of members of Team Pilipinas. But instead of having the blue side on top, we flipped the flag in an act of irreverence. In The Philippines, the flag reversed with the red on top means that the country is at war. We punctuated the image with the line "One Nation. One Fight." The exact sentiment that we wanted the team to have coming into the tournament.
The image was backed up by an online app where fans could face paint their profile pics as an act of support.
The image was backed up by an online app where fans could face paint their profile pics as an act of support.
