One of the world’s most recognized brands reaped benefits from IdealMinds’ Branded Entertainment.

Nike wanted to raise its profile within the influential urban artistic community.  The IdealMinds solution:  leverage the hype surrounding the World Cup of Soccer event with soccer/art themed branded entertainment.  We positioned the client as title sponsor and patron of the urban artistic community, celebrating the beloved sport of soccer.  We recruited artists to create works of art using gitoni tables as a canvas as the core of an award-winning campaign!

Branded Event:  we brought together all the artists’ gitoni-table pieces of art  in a Nike-branded gallery event timed to coordinate with the World Cup – each work of gitoni-table art represented one country in the World Cup Soccer tournament.  The event drew art-community influencers, favourably impressed with the unusual and timely exhibition and the client’s contribution to artists, soccer fans passionate about the sport, and the media.   The favourable impressions were reinforced by a charitable contribution to an art education bursary.
PR: the unusual, quirky event drew attention for the client from TV, newspaper and word of mouth
Design:  in keeping with the art/ ‘street’ tone of this campaign, we created flyers for postering; all event and promotional design, including logo and invitations, reflected all of Nike’s other World Cup initiatives.

This outside-the-box campaign won IdealMinds and Nike a Media Innovation Award for Place-Based Media/ Special Events.