7/11/07

NIKE 'ST. WAYNE' POSTER

Designed by Wieden and Kennedy
http://www.wk.com/#/works/884/
Photographer - Nick Georghiou
First published June 2006

Daily Mail article on controversy here-
http://www.dailymail.co.uk/pages/live/articles/news/news.html?in_article_id=391684&in_page_id=1770

Won NMA award for best newspaper ad of 2006-
http://www.creativematch.co.uk/viewnews/?93386

Nominated for D&AD award, and is on display in the D&AD exhibition at the Urbis centre from Oct 2007 - Feb 2008
http://findarticles.com/p/articles/mi_qn4158/is_20070528/ai_n19180819

Displayed as a 60ft wide poster in West London as well as appearing in some newspapers

DESCRIPTION
The poster consists of 3 elements - the main part is a photograph of footballer Wayne Rooney, with the Nike "swoosh" logo and the slogan "just do it" displayed in the bottom right corner. Wayne is facing the camera with his arms stretched out to the side, in his typical goal celebration pose. We can see him from the waist up, covered in red and white body paint resembling the cross of Saint George. The red paint is still wet and, intentionally or not, looks like blood.

ANALYSIS
The poster was published shortly before the 2006 world cup, and is clearly aimed at England football fans (it was not published anywhere else in the UK, or in any other countries). It would seem it is intended to stir up a sense of national pride and support for the England team, capitalising on the passionate and tribal feelings of many a football fan. It was also launched to coincide with Wayne's 'triumphant' return from injury to the England team. Wayne's provocative appearance and pose, combined with the sheer size of the poster creates an imposing and intimidating feel, perhaps referencing the way ancient warriors would use body paint and battlecrys to strike fear into their enemies (it shares similarities with Mel Gibson's appaearance in Braveheart), and as if the England team are issuing a battlecry to their opponents.