The campaign placed the narrator ‘inside’ the plot that tells the story of the beginning of the partnership between Nike and Michael Jordan
Voa presented a campaign to announce the arrival of the film “Air: the story behind the logo”, which tells the story behind the launch of the Air Jordan and the beginning of the partnership between Nike and Michael Jordan, on Prime Video.
With a strategy that includes a series of contents and collaborations with influencers, the communication took the narrator Rmulo Mendona into the story.
In the campaign’s main piece, Romulo appears in a parody in which he is portrayed as the main person responsible for the creation of the iconic sneakers, interacting directly with actors such as Ben Affleck, director of the film and interpreter of Phil Knight, the CEO of Nike.
“Air Jordan is a popular icon in the United States, but it may still be better known in Brazil. With our strategy, we intend to reach beyond basketball fans and sneaker culture, using a figure like Rmulo Mendona, who already does this naturally in his work as a narrator. The strength of the story and the characters, added to the humor present in the film and in the advertisements, will certainly arouse the curiosity that we seek for the film to be a success in the country”, said Otto Frossard, partner and head of operations from VOA.
To reach a wider audience, the communication plan also includes partnerships with popular internet profiles, such as Choquei, Gina Indelicada and Chico Barney.
In addition, other influencers specializing in related subjects were invited to create content about the film, such as Giovanna Ferrarezi, Ricardo Nunes, SneakersBR, Tiago Nigro, PrimoCast, DoisPorCento, Juvi, Leo Fialho, Deco Neves and Caio Daquino.
Several other activations and ideas will be carried out throughout the month to publicize the launch of the film, praised by international critics.