The “Raising Billboards” campaign by Milo and Nike in Chile uses a clever creative approach to connect major sports brands’ messages with the origin stories of renowned athletes. Instead of the usual images of accomplished sports figures, the campaign places billboards showing those same athletes as children dreaming of greatness alongside the current ads.
Creative Approach:
The campaign features a dialogue between two billboards: one with the adult athlete in a typical sports brand advertisement, and another, placed next to it, showing the same athlete as a child. This juxtaposition provides a unique perspective on the athletes’ journeys.
The Message:
The campaign aims to tell the “untold story” of these athletes, highlighting the importance of nurturing childhood dreams and the role of good nutrition in achieving success. It emphasizes that even legends start as children with aspirations.
Potential Impact:
By creating an organic collaboration between two major brands and focusing on the athletes’ personal stories, the campaign aims to inspire new generations to pursue their dreams. It also generates a powerful and memorable message about the importance of childhood aspirations and the journey to success.