CONCEPT // ART DIRECTION // DESIGN // COPY
To launch a new training program for Global Brand Marketing, Nike needed a new identity created and wanted some giveaways for the initial launch and each training.
Conscious of the general lack of enthusiasm for trainings (and the swag that accompanies them), I wanted to create an experiential journey that elevated the typical to the unexpected to generate curiosity.
Knowing there's always the "good kids" who sign-up for trainings first, I wanted the boxes to convince others to do the same. My goal was to have mini conversations like this happening all over campus: "Oooh, where'd you get that? I want one!" "Oh, you can totally get one, too if you sign-up for that Training Camp thing."
And it worked. Record numbers of people signed up. Extra sessions had to be added. People who had nothing to do with the trainings came by asking "if there was any possible way" they could get one of the boxes. It didn't stop with the boxes.
After signing up for the initial training, a personalized gear box was hand delivered to each participant.
During the process they were asked to provide their t-shirt size. If they didn't, they still got a box delivered but with a cheeky note in place of a tee.
In each training, participants arrived to find a small branded notebook and customized pencils reserving their place at the table (literally).
A total of 12 customized pencils were made to encourage conversation during sessions as well as promote attendance of all the sessions to, you know, collect them all.
At the end of each session, participants received celebratory pennants instead of a paper completion certificate. Each pennant was designed with a phrase that corresponds to the training they completed.
Like the other giveaways for Training Camp, I wanted to create something the participants might hang at their desk and generate conversation (and encourage people to sign-up, of course).