“There exists a dark place inside of all of us. A secret being kept. Black is everything. Black is nada. Elegant, sexy, powerful, classic, modern, sleek. Black is a secret. Black is Sportswear”.
Black Pack is Nike Sportswear colletcion completely designed with color black as theme. The objective was to influence the influencers. Notorius Nike athletes were selected to be the face of the campaign, Luciana Aymar (world number one field hockey player), Sergio Kun Agüero (soccer player of Atlético Madrid), Carla Rebecci (hockey player), Juan Martín Hernandez and Gonzalo Tiesi (rugby players).
Under the concept “Black is a Secret”, the agency created a 360º campaign that includes a variety of pieces approached in an innovative way and with high end art direction. The main piece of communication was a secret limited edition art book, that was distributed among opinion leaders. Each chapter portrait a secret black fantasy of each athlete. Black is fantasy, black is wild, black is power, black is rebel, black is magic.
The campaign also run print, OOH, retail, merchandising, ipad application, and an exclusive secret black party in Punta del Este, Uruguay.FURIA
Creative Director: GUILLERMO TRAGANT
Account Director: LUIS BRUSCO
Art Director: Benjamin Belsky
Editorial Design: Marcelo Cardozo