Thinking Small with Nike Free and Publicis Uruguay

By Keith Rose Comment

The folks at Nike know that good things often come in small(er) packages.

This spot from Publicis Impetu, Uruguay shows how travel-friendly and flexible the Nike Free 5.0 shoe really is by using a little hands-on DIY craftsmanship to showcase a smaller, greener box that for those “most flexible shoe ever” kicks.

If pod hotels can inspire endless trend stories, then sneaker boxes can downsize too…and now wearers will have fewer excuses for not bringing their sneakers along on a trip.

It’s true that these boxes will only come with certain “special editions” of the Free 5.0, but then it’s the concept that counts, right?

Agency: Publicis Impetu, Montevideo, Uruguay

Executive Creative Directors: Esteban Barreiro, Mario Taglioretti

Art Director: Diego Besenzoni

Copywriter: Federico Cibils

Account Director: María José Caponi

Account Manager: Mauricio Minchilli

Producer: Metrópolis Films