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Creative Brief

Project Title: Nike: The Drop Point

Date: June 10, 2025

1. Background

The thrill of securing a limited-edition Nike release has been compromised. The current digital marketplace is plagued by sophisticated bots and resellers who intercept high-demand products, leaving our most loyal and passionate customers feeling frustrated and alienated. The playing field is no longer level. This not only damages the consumer experience but also dilutes the brand equity built on genuine passion and community connection. We need to reclaim the narrative and create a launch experience that is truly "un-bottable."

2. Objective

To create a groundbreaking, experiential marketing campaign that restores fairness and excitement to limited-edition releases. This initiative will:

Generate significant global buzz and media attention.
Reward true brand loyalists and athletes with exclusive access.
Effectively circumvent bots and resellers, putting the product back in the hands of the fans.
Reinforce Nike's brand ethos of innovation, determination, and pushing boundaries.

3. Target Audience

Primary: Die-hard sneakerheads, collectors, and Nike purists who live for the culture and the chase.
Secondary: Adventurers, urban explorers, and dedicated athletes (like ultra-runners) who embody the spirit of endurance and are willing to go the extra mile.
Tertiary: The wider cultural audience, who will follow the phenomenon through social media and news outlets.

4. Key Message

Effort is the new currency. Some things can't be coded.

5. The Concept: "The Drop Point"

We will place highly secure, technologically advanced sneaker vending machines in unexpected and hard-to-reach locations around the world. As envisioned, one could appear in a remote desert, accessible only to those who dare to trek. Another could materialize overnight on a dense city rooftop, in a forgotten subway station, or at the end of a grueling mountain trail.

These "Drop Points" are more than just a point of sale; they are a physical challenge and a test of dedication. The journey to the machine is the proof-of-work, a barrier that a bot can never cross. It transforms the launch from a game of digital speed into a real-world adventure.

6. Execution

The Machine: A sleek, rugged vending machine, stocked with a hyper-limited and coveted Nike release.
The Drop: Locations will be kept secret until the last moment. Clues and coordinates will be released cryptically through the Nike SNKRS app, triggering a real-time, global chase. The machines will appear overnight, creating an element of myth and surprise.
The Security: To ensure a "one-per-person" limit, each machine will be equipped with a multi-factor authentication system. A user would need to scan a unique QR code from their personal SNKRS account, followed by a biometric confirmation like facial recognition, making the transaction singularly unique to them.
The Rollout: The campaign would launch with a single, dramatic placement (like the desert) to capture the world's attention, followed by a series of surprise "Drop Points" in various global cities and remote locations over several weeks.

7. Tone & Feel

Adventurous, exclusive, mysterious, innovative, and rewarding. It should feel less like an ad campaign and more like a cultural event or a modern-day treasure hunt.