día de muertos · ho21 collection launch

client
nike
agency
limitless creative
year
2021
type
strategic pitch

05 / 08 · nike día de muertos · the ask

big creative ideas, with tactical proof of concept...

  1. 01keep a 70 / 30 digital to physical balance.
  2. 02bring "siempre familia" to life through an authentic mexican tradition.
  3. 03tell this story all around the world.
  4. 04make mexicans feel more connected to nike.

the insight

in mexican culture, the family bond isn't just strong...

it's legendary.

just as we reach beyond death to connect with our ancestors...

we must reach beyond our families to connect with the world.

the positioning

siempre familia.

loyaltrueconstantsteadfast
friendspeerscommunityclique

death is temporary, but family is forever.

the territories of thought

big worldwhat macro-cultural forces are at playthe world is more divided than ever.
small worldwhat can drive consumer behaviorour consumers will rally around positive change.
inner worldwhat is uniquely intrinsic to nikenike has always played a role in culturally defining moments.

the ecosystem

siempre familia
connectcelebrateinspire
alcanza al otro ladodale sus florestodos somos familia
story introductionstorytelling & authenticationshare & exciteproduct & celebrate

when we come together, not even death can keep us apart.

territory 01 · connect

alcanza al otro lado.

reach out beyond

a hand reaching toward the light

on this day we don't mourn for those who are no longer here. we celebrate. because on this day we have travelled across worlds to be together.

  1. through the portal
    story introductionthrough the portalwheat-paste and ooh portals into the 9 realms of mictlán, all leading to casa de nike in méxico city.
  2. hosts from beyond
    storytellinghosts from beyondlocal creators guide visitors through the 9 realms.
  3. create your own mythology
    share & excitecreate your own mythologyevery visitor builds a sugar skull that tells their story.
  4. product & celebratefrom this world to the nextcasa de nike as the hub, built around the 9 stages.

territory 02 · celebrate

dale sus flores.

give them their flowers

woman among marigolds in a cemetery on día de muertos

make sure you give them their flowers while they're still here. celebrate the great people of méxico, whether they're in this world or the next.

  1. abuelita flex
    story introductionabuelita flexcreators outfit a living elder in the collection. ar wheat-pastes let them tell the story of an ancestor.
  2. storytellingbehind the flexa content series on the living and the passed.
  3. #siemprefamilia
    share & excite#siemprefamiliacasa de nike becomes a museum of the people who inspire us.
  4. product & celebrategive props to popsonsite customization to honor your own.

territory 03 · inspire

todos somos familia.

we are all family

woman with catrina face paint

everyone knows the meaning of the word, but can any of us really define it? what we do have the right to is to make it our own, with anyone we choose, forever.

  1. world's largest family tree
    experienceworld's largest family treephysical and digital altars as beacons for connection.
  2. communitylikemindedtrend mavens and sneakerheads, bound by passion, culture and sport.
  3. it's written all over your face
    experienceit's written all over your facemake your own mask. share it as a filter, with the product it represents.
  4. retailall paths lead homecasa de nike and nike.com as the family home.