Brand Experience
Just Add Moves Design Work
As part of the Just Add Moves project for Nike, CC-Lab produced various pieces of graphic design, including recruitment posters, sponsorship bumpers, DVD menus and slipcase, and a special T shirt for the girls to wear at the DVD launch in NikeTown.
CC-Lab and Nike needed to attract as many girls as possible to open auditions at NikeTown to recruit dancers to feature in the Just Add Moves programme and video for Left Right Switch.
The programme itself needed a distinctive integrated sponsorship and title sequence, which could then be used on a DVD and form the basis of menus and packaging.
James Chorley used an image of Maria Sharapova from Nike’s Take Sport Add Music campaign to link into the existing activity. 500 posters and 10,000 flyers were distributed in and around London.
Nick Parish and Rob Jones created a distinctive sponsorship and title sequence featuring 3D graphic arrows dancing around a girl. Music was specially commissioned from rising stars U+K.
The title sequence formed the basis of the DVD artwork and menus, all of which were created in house at CC-Lab.
The recruitment campaign for the auditions was a success, with NikeTown being full within a few minutes of opening the doors.
The programme performed well ahead of target in its airings on MTV, and the resulting DVD was distributed in NikeTown and with 150,000 copies of More Magazine.