Coolest Place on Earth
For 30 years, Nike’s “Just Do It” tagline has been everything but, just a tagline. Seldom have 3 words evoked actions that have moved cultures and people to their highest selves and also been the catalyst to showcase the best of human capability and will power.
With the 30th anniversary of “Just Do It”, one of the various ways Nike chose to celebrate the occasion was within the key cities pivotal to both the brand and taglines success, so Fortell Communications turned a Brooklyn Summer weekend into the coolest place on earth.
With over 15 different product tie-ins at retail for the occasion, creating an interactive experience that drove to retail took priority. Thru Brooklyn based retailer WOODstack, Fortell Communications created a destination location that would be 1 of 4 New York City spaces honoring the iconic tagline on its anniversary weekend.
Keeping the community engaged and encouraging conversation rooted in fond memory sharing around 30 years of emotionally connected “Just Do It” inspirations was key and set the tone for building an activation around traffic stopping installments. The eye catching and bold colors of orange, black and white synonymous with Nike was the color design narrative that was infused in everything from flavors to visual aesthetic.
Next, with the anniversary falling in the middle of the scorching hot infamous summers NYC is known for, the idea to incorporate coolness was quite organic and created a double entendre for both the activation aesthetic / function and then also with the appealing product integration. What followed was a “Just Do It” inspired Italian Ice cart wrapping in Nike DNA and serving only the flavors of Orange, Grape and Lemon to further amplify the iconic story.
The Italian Ice cart served as a fun communal space to engage with customers and passerby traffic, the Italian ice was a refreshing treat free to the community and by incorporating a custom “Just Do It” ice sculpture that was both talk and picture worthy the anniversary became a must attend community celebration.
1100 scoops served over the 4 day offering, appropriately gave the community a voice in the momentous occasion, drove success at retail and also heightened the Nike brand allegiance within the borough of Brooklyn.