Daha fazlasina inaniyor musun? - Do you believe in more?
- Feb 4, 2017
- 2 min read
Pazarlama dunyasinin son zamanlarda en cok konusulan kampanyalarindan bir tanesi Nike'in Zonal Strength Tights serisi icin FKA Twigs ile yaptigi is birligi.
One of the most popular recent marketing campaigns come from Nike's collaboration with FKA Twigs for it's new Zonal Strength Tights.
Picture: Nike/David Uzochukwu
Bizim topraklarda Twilight'in soluk benizli oyuncusu Robert Pattinson'i, Kristen Stewart'tan sonra hayata donduren kadin olarak bilinsede, FKA Twigs aslinda yeni neslin en guclu kadin figurlerinden biri olarak aniliyor. Kariyerine bir cok unlu sarkicinin arka plan danscisi olarak baslayan KFA Twigs su anda sira disi tarzi, sarki sozu yazarligi ve muzikal anlamda getirdigi farkliliklarla kendinden her anlamda soz ettiriyor.
Bu nedenden olacaktir ki, Nike Women da yeni donem reklam kampanyasini yonetmesi icin kendisiyle bir isbirligi yapmak istemis ve ortaya sanatsal yonu cok kuvvetli olan bu reklam filmi cikmis.
Many of us got to know FKA Twigs because of her relationship with Robert Pattinson after the scandalous break up with Kristen Stewart. However, she can definitely be listed among the most successful women figures of the young generation for the last couple of years. Although she started her career as a back up dancer of famous singers, she is now known with her different sense of style, songwriter identity and radical musical perspective.
That is why, Nike Women decided to work with her in their new marketing campaign and together they created a strong and aesthetic advert.
Picture: Nike/David Uzochukwu
Ingiliz sanatci proje kendisine ilk teklif ettiginde bunu genclere kendilerinin en iyi versiyonu olabileceklerini anlatmak icin bir firsat olarak gordugunu ve bu yuzden farkli alanlarda cok basarili olan 12 genc atleti bir araya getirdigini soyluyor. Reklamda sanat ve sporun ne kadar muhtesem bir sekilde harmanlanabilecegini bu bakis acisini hayatlarina uyarlamis atletler uzerinden izliyoruz ve "daha fazlasina inanmak" icin bir neden sahibi oluyoruz.
Reklam filminde kullanilan jingle'i da kendi yaratan 29 yasindaki sanatci, aslinda sarkiyi cok daha onceden yazdigini ama icinde gecen "bana guven" sozunun kampanyanin vermek istedigi mesajla cok uyumlu oldugunu soyluyor. Kampanyayi fotograflamasi icin ise henuz sadece 17 yasinda olan David Uzochukwu ile calisiyor.
The British artist says "When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves." and therefore she brought 12 very successful young athletes from different backgrounds together. In the campaign we see the stunning harmony of sports and art through the athletes who adapt this point of view to their lives and start to have a reason to "believe in more".
29-year-old artist says that she created the song in the campaign film earlier but then wanted to use it as the words "put your trust in me" fit perfectly with the main message of the project. She also teams up with David Uzochukwu who is only 17 to photograph the campaign.
Amaci genc nesle guven vermek ve daha fazlasini basarabileceklerini gostermek olan bu kampanyanin hedefine ulasabiliyor olmasi DNAsinda butun bu genc yildizlari barindiriyor ve onlara guveniyor olmasindan kaynaklaniyor bana kalirsa.
I think the success of the campaign lies behind the fact that Nike puts its trust in young generations and empowers them to believe in more just like the message they want to convey in the project.
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