Nike has won yet another Cannes Grand Prix, this time in Media for its ‘Air Max Graffiti Store’ which tapped into Brazil’s niche graffiti culture.
AKQA São Paulo asked graffiti artists to spray paint Air Max shoes onto existing graffiti. GPS then tracked visits by Nike customers.
Wieden+Kennedy Brazil handled the media (media is handled in Brazil by full service agencies.) This may be the first time W+K has picked up a Media Grand Prix to add to its groaning creative collection.
Nike is all-conquering at Cannes this year. So far it hasn’t been awarded Cannes’ Creative Marketer gong (this is chosen before the Festival and went to Apple.) Should be a shoe-in next year.
The Direct Grand Prix went to Burger King’s ‘Whopper Detour’ campaign from FCB New York. this is for (another) app that winds up McDonald’s.
FCB/SIX in Toronto won the Creative Data GP for its ‘Go Back to Africa’ Africa tourism campaign, cleverly inverting a derogatory expression.
Brilliant idea, sure data had something to do with it too.