Nike partnered with the Portland Chamber of Commerce to sponsor the city's first 5K run of the year since the 2020 shutdown.

SITUATION

In light of the reopening of the city of Portland, an exciting opportunity arose for a partnership between the Portland Chamber of Commerce and Nike. The goal was to sponsor the city's first 5k run of the year since the 2020 lockdown, fostering a sense of community and excitement. Given the context, this event needed to not only encourage participation but also ensure the safety of the attendees in line with the COVID-19 restrictions in place.

PROBLEM

The event presented a unique set of challenges. Firstly, it was essential to communicate clearly and effectively that the event would strictly enforce the COVID-19 restrictions, ensuring the safety and wellbeing of participants. Secondly, it was crucial to represent the diverse cultures of Portland in all visual and communication aspects of the campaign. As a minority-led studio, we are committed to creating inclusive mass marketing work that represents everyone.

SOLUTION

Our approach was to develop a marketing campaign that was optimistic, safe, and inclusive. We achieved this through the use of playful illustrations paired with inviting colors. The illustrations began as low-fidelity sketches, which allowed for rapid feedback and iteration. We ensured that these illustrations were straightforward to execute while effectively representing the themes of health, safety, and diversity that the client wanted to emphasize.

COLLABORATORS

Illustrations by Rommel Ruiz