Nike: Play Pinoy
Filipinos love basketball. The bounce of the basketball is the heartbeat of the nation. And the ultimate achievement had finally happened - Gilas Pilipinas (Philippines National Basketball team) - had qualified for the World Cup for the first time in 36 years.
While Filipinos love basketball, the reality is that they are not built to be ballers. Yet in true “Just Do It” spirit, they’ve made the game their own. The style of play is as diverse as it is omnipresent as you travel across the country. And it was this diversity that Nike celebrated.
As Gilas took the court for the first game of the World Cup, Nike told the country they respect the Filipino game, regardless of the results on the world stage
The strategy:
Celebrate the diversity of the local style (both how they play and where they play), to make basketball crazy kids proud of their game.
How:
By showing that no matter what the circumstances, Pinoy basketball never backs down.
Role: Strategy lead; Copywriter
Responsibilities: In-depth in market research, developing brand strategy, working hand in hand with ECD to develop scripts, social content strategy and asset production, comms strategy to launch campaign