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Nike / Back To School - Nicknack

Rethinking the audience strategy

Based on the universal insight that schools are breeding grounds for homogeneity, the creative strategy sought to give students the sense of individuality they craved in a manner that was familiar to them: doodles. The campaign, which used visual elements of school culture coupled with aspirational messages, gave them a highly compelling reason to influence the purchase decisions of their parents, thus fulfilling the marketing objectives of the client.