Siempre Familia
Nike Mexico
Siempre Familia. Día de Muertos.Approach
Our Mexican-led internal team collaborated with influential Mexican and indigenous creators to tell a meaningful story, grounded in an authentic perspective. We orchestrated a full end-to-end partnership with Nike to deliver a groundbreaking campaign that introduced the world to more than a shoe line.
Challenge
How do we tell an authentic Mexican story that resonates in Mexico and beyond, during a global supply shortage? How do we give tangible meaning to the as-yet-untold story of Mictlán?
Solution
Every year, companies take the month of September and October to nod to the Hispanic community, but this time, Nike didn’t just nod. We amplified the voices of creators to tell their community’s story in their own words and introduce the world to a rich part of their culture. By co-creating with the Mexican community, we sparked a long-term relationship with a fast-growing demographic in the US and beyond, while representing the full spectrum of Latinx communities (Afro-Latinx, White Latinx, Indigenous Latinx, etc.).
Our storytelling led with connection –– between families, creators and their communities, and communities and their rich, often forgotten histories –– expressed through powerful, immersive design and copy that empowers the voices of our collaborators.
El Mictlán is not a story about the past. It is a story about the present and the future, honoring Día de muertos.
Nike Mexico co-created with 12 artists and voices to authenticate the story of Mictlán and help tell one narrative.
We embraced the story of collaboration and told the world that this collection was more than a product launch through a simple graphic piece.
We had presence in the main neighborhoods and malls around Mexico City, increased the film reach through a video mapping projection in Reforma and amplified it through key media partners.
We led through the digital ecosystem, from SNKRS Web, the Nike App and .COM connected through physical and in store experiences.
And created energy through member-focused/customized consumer journeys, integrated local storytelling, and focused on giving our audience a more customized journey in mailing, delivering key messages to different audiences.
A fully integrated media plan.
Created a meaningful seeding experience for the athletes and catalysts that understood the power of the narrative and collaborated with the right media partners to share the story of Siempre Familia.
