Take every

Nike Football Sticker Wall was an experienced project with more than 10 thousand stickers deployed on the hoarding of the closed store in Mall of the Emirates, Dubai (UAE), with the rarest labels at the top. The shoppers took every advantage to grab the stickers they wanted.


The Nike store was closing for refurbishment. Despite closing down, we wanted to keep a
presence for Nike in the mall, while also keeping Nike top of mind for their football-obsessed
fans. Even though the store was temporarily closed, we needed to still
give those fans access to the brand.

During that season, Nike was all about ‘take every advantage’; with a football positioning
of ‘ruthless brilliance’. We knew we had to devise a solution fitting both aspects.
We dove deep into the insight and thought about how we could take advantage of the
situation and turn a ‘store closing’ into a positive experience, and catching the fans by
surprise and proving to them that Nike is still there for them.


Client: Nike
My Role: Concept & Art Direction
Creation: Tristan Fitzgerald, Beatriz Carosini
Agency: J. Walter Thompson
Place: Dubai
Year: 2012

2012 Gemas Effies: 2 Silvers and 1 Bronze
2012 Ad Campaign of the Year: Finalist
2012 Dubai Lynx Awards: Finalist
2012 Mena Cristal Awards: Sapphire