Background
Traditionally, NIKIN celebrates its anniversary with a T-shirt design competition. This year, however, was meant to be something special. My campaign ideas were very positively received, but I ultimately did not get the position.
As this concept is entirely my intellectual property, I am presenting the work here to transparently showcase my skills in campaign thinking, storytelling, and hands-on execution.
As this concept is entirely my intellectual property, I am presenting the work here to transparently showcase my skills in campaign thinking, storytelling, and hands-on execution.
Nikin goes on tour across Switzerland.
“We Carry NIKIN” stands for everyone who wears the clothing, and for everyone who carries the values of sustainability, responsibility, and a future-oriented mindset. To make this sense of community visible and tangible, NIKIN goes on tour across Switzerland. Over the course of 10 days, the brand visits 10 cities, meets its community in person, and celebrates the anniversary outdoors: close, accessible, and sustainable.
At the heart of the tour is a limited anniversary T-shirt, available exclusively on-site.
Every person who buys a shirt symbolically plants a seed. At the end of the tour, all seedlings are planted together, allowing the anniversary to literally continue growing.
Every person who buys a shirt symbolically plants a seed. At the end of the tour, all seedlings are planted together, allowing the anniversary to literally continue growing.
Online, the community follows the tour in real time, takes part in a giveaway, and participates in a friendly competition between cities to see which location plants the most seedlings.
The campaign connects offline experiences, online interaction, and sustainability carried by the people who have shaped NIKIN over the past ten years.
In every city they plant seedlings with their community:
Central motif:
A graphic route through Switzerland that runs like a path or hiking trail across maps, textiles, and media. The route connects the 10 tour cities. Along the line: small icons representing the visited cities. The line has a hand-drawn feel, inspired by outdoor and hiking maps.
Visual world:
Movement, being on the road, encounters
Real people from the community
NIKIN clothing in everyday life and outdoors
Hands touching the earth, planting seeds
Real people from the community
NIKIN clothing in everyday life and outdoors
Hands touching the earth, planting seeds
Colors & mood:
Natural, pared-down (Swiss minimal), authentic
Warm natural tones (earth, green, off-white)
A combination of documentary photography with additional graphic map elements
Warm natural tones (earth, green, off-white)
A combination of documentary photography with additional graphic map elements
Adaptability:
The key visual works across
Anniversary T-shirt (back: tour route)
Social media content
Booth / stand design
Website & campaign assets
Anniversary T-shirt (back: tour route)
Social media content
Booth / stand design
Website & campaign assets
Over 10 days, the brand will visit 10 cities, meet its local community and celebrate its anniversary outdoors, in an accessible and sustainable way. At the heart of the tour is a limited edition anniversary T-shirt, available exclusively at each location. Every person who buys a T-shirt symbolically plants a seed. All seedlings will be planted together at the end of the tour. In this way, the anniversary literally continues to grow. Online, the community follows the tour in real time, takes part in a competition and bets on which city will plant the most seedlings. The campaign combines offline experience, online interaction and sustainability – supported by the people who have made NIKIN what it is for ten years.
#NikinOnTour #Nachhaltigkeit #Jubiläum #Zürich #WirTragenNikin
