Advertising

*

Wieden+Kennedy pave the Road to Rio with one of the fastest women of all time

Published by

The latest work by Wieden+Kennedy London for Nike highlights celebrated Dutch sprinter Dafne Schippers in a ambitious graphic outdoor campaign shot by legendary photographer Albert Watson. Schippers, who was born in Utrecht in The Netherlands, is the 2015 200m World Champion and European record holder for the distance. She’s set to take the world by storm this summer, beginning with her place in the vibrant OOH work for Nike in Amsterdam. Watson is one of the world’s most successful fashion and commercial photographers, known for shooting subjects ranging from Steve Jobs to Michael Jackson, in addition to shooting movie posters for Kill Bill and Memoirs of a Geisha.

*

Watson was enlisted to create an iconic image of Schippers for the campaign, focusing on the explosive power of her start as illustrated over a series of billboards. After an unprecedented and meteoric rise, 2016 has seen her become the World Champion and 3rd fastest woman of all time in the 200m. This summer she sets her sights on winning the 100m and 200m double gold in Rio. Depicting strength and beauty with graphic intensity, the final work depicts Dafne bursting out of the blocks wearing Nike’s new, signature Unlimited colourway. A gradient fusion of Nike’s volt yellow and hyper‐punch pink, the Unlimited colourway adorns the upper of the season’s footwear, including all of its track and field silhouettes.

*

The combination of Schippers’ physical prowess, Watson’s discerning eye, and the vivid pop of Nike’s distinct shoes, not the mention the creative prowess of the team at Wieden+Kennedy London, makes for a striking series of visuals. Situated directly opposite the Olympic Stadium, as well as three sites along the Victorieplein in Amsterdam; the epic billboards will set the perfect stage for Dafne to bring home gold in her own backyard at the European Athletics Championships, taking place this week (July 6-10), as she lays down her intent for Rio. The campaign is set to run through to July 15.

*

Albert Watson

Comments

More Advertising

*

Advertising

You'll either love or hate this Marmite sandpaper hack

We don’t like cricket… we love it! So, when the Australian national team’s Cameron Bancroft was caught on TV trying to rough up a ball with sandpaper during a third Test match last year, it made us sad. He was trying to change the...

Posted by: Creativepool Editorial
*

Advertising

McDonald’s taps into hype culture for spicy McNuggets drop

We’ve all seen the cringey ads for millennial fashion brands like boohoo and Jameson Carter, but there's a hot new name in town. McDonald’s has ‘launched’ a fake fashion brand to promote its limited edition Spicy Chicken...

Posted by: Creativepool Editorial
*

Advertising

Behind the Idea: Tattoos do the talking for LYNX

Tattoos play a key role in personal expression and original body art can go a long way in telling an individual's story - especially the ones in a new campaign for LYNX INK shower gel through 72andSunny Amsterdam. Comprising three spots that see...

Posted by: Creativepool Editorial