FROM A BAN TO A BRAND HIJACK
Sometimes a ban in a particular industry triggers an avalanche of creativity that results in the best solution for a brand.
SCIENCE
method
BRAND HIJACK
We let the “brand” of our ambassador Petra Vlhová “hijack” the brand of the betting company Niké. Semiotics teaches us that long term communicated graphic symbols, shapes or color combinations show strong inertia and keep their meanings in human mind autonomously. Thus, Niké became Peťa and this “brand marriage” works excellently.
CREATIVITY
idea
WHAT YOU SEE IS NOT WHAT YOU READ
As International skiing association banned the greatest skiing athletes from wearing betting companies´ logos on their outfits and equipment, we came with an idea to keep the logo, but change the words on it. So now, who sees Peťa is skiing, subconsciously sees Niké is betting.