"Black And White"

Nike celebrates São Paulo based club Corinthians, promoting its new jerseys, inspired by the team uniform from the 70s, a significant era in the club history.


"Black And White"

Nike celebrates São Paulo based club Corinthians, promoting its new jerseys, inspired by the team uniform from the 70s, a significant era in the club history.

The club has been historically recognised by the colours black and white for most of its entire history. The new jerseys presented their characteristic colours and contained narrow vertical stripes that were the starting point for the campaign's core idea. Following the 2014 FIFA World Cup hosted in the country, the brand wanted to promote the club by adopting an illustrated theme celebrating the club's history and legacy.

With the concept "Over here is black and white", the commercial shows the difference between Corinthians' spirit – who knows no compromise – and everyone else – because "you're either black and white or you're not."

The campaign ran through social media and Nike Football brand channels with a strong positive response.

Client: Nike
Agency: Wieden+Kennedy São Paulo
My Role: Creative concept, Design


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© Raul Arantes 2022
Creative Director