This campaign brief involved creating an adshel poster and billboard to take a brand in a new direction. I chose Nike, shifting its focus from activewear to sleepwear, promoting rest and relaxation. The SMP, “seek refuge and prioritize sleep with sleepwear and accessories that enhance comfort” guided the concept.

The billboard shows a subject asleep in a pose mimicking a sport, overlaid with a white illustration and the headline “Unleash your inner athlete even in your dreams,” reframing Nike’s core message through the lens of restorative rest. The adshel posters features a swap of typical athletic gear for fluffy sleepwear items, set against a soft rug background with the headline “Where performance meets comfort,” emphasizing coziness.

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