Nike Paris Olympics
Nike was starting to lose its voice. Participation was rewarded and greatness was optional. They wanted to get back to their roots and remind athletes that you should want to win it more than everyone else. Because if you don’t want to take it all, you’ve already lost.
We took over Seoul with headlines during the Olympics featuring one of Korea’s most winningest athlete, An Seyoung. We reacted with a headline for when she became the Grand Slam Champion. Also showcasing the work done globally in and around Seoul.
Translation: Winning isn’t for everyone.
Incheon Airport Takeover
Many doubted An Seyoung’s ability to perform in the Olympics after her injuries from the Asian games. Many reporters in Korea and public opinion being that a Grand Slam Champion title was next to impossible. Some even felt she shouldn’t compete in her state. However, each time they interviewed her thoughts on all this?
She said nothing.
After she claimed the title of Grand Slam Champion, we took over Seoul again with the only words necessary.
Grand Slam Winner Reactive Win Posting
Translation: No further questions.
Nike’s return to their roots with the Futura typeface posed an interesting problem, there was no Futura style typeface in Korean. Which meant that we needed to adapt and create a typeface in Korean that would feel cohesive with the global launch.
Typeface Design
Wieden + Kennedy Seoul
Creative Director: Dan Koo
Senior Art Director: Michael Kang
Senior Writer: Sohyun An / Andrew Kim
Designer: Hui Hwang