A hero Rosie Lee image
A hero Rosie Lee image
A hero Rosie Lee image
News, South Korea

Designing Nike’s Just Do It Korea campaign

We’re pleased to reveal our recent involvement in Nike’s Winter Games campaign in South Korea.

They asked our NY office to develop the creative direction, strategy and an accompanying suite of assets for use in a brand activation that coincides with the arrival of the Games in the country, including a retail, digital and OOH launch across Korea, as well as a total takeover of the Zaha Hadid-designed Dongdaemun Design Plaza.

Our designs play on the superhuman efforts made by athletes when competing, offering a glimpse at how sport can be used as a tool to inspire, express yourself, and achieve more than might be expected.

The campaign photography, seen above and done by Nike in accordance with the concept we developed with them, highlights this duality by featuring athletes in poses both serious and playful, bathed in the light of South Korea’s national colours.

This campaign is the first time we’ve worked for Nike in the country, and, including our AmorePacific projects, the second time in total. We’re pleased to have been asked to contribute, and we’re looking forward to revealing more of our work as the campaign continues.