Singapore, 4th January 2007 - A brand new media offering by JCDecaux in Citylink Mall was debuted on 28th December 2006 for 5 weeks, showcasing Nike as its first advertiser.

Shoppers passing through Citylink Mall will easily spot this alluring showcase by Nike located opposite HMV store, plying an impressive area of 50m in length and 3m in height. The campaign is essentially targeted at two main groups of audiences. The first is to inspire young football crazy kids aged between 14-17 years old in South East Asia, who lives and breathes this sport, with the notion of "Just Do It" by encouraging them to believe in themselves and keep their football dream alive despite the lack of support and obstacles they encounter from their families and society. In addition, Nike hopes to advocate to these kids that having a dream and passion in football differentiates them and this dream is only as real as one makes it. The second target group is slightly broader, aged between 14-30 years old, performance driven and sports inspired audience. This particular group may not be an active participant of sport but are kept abreast of latest happenings, possibly a huge football fan. This inspiring concept of converting negativity into a motivational tool is brilliantly depicted in four creative executions in the Citylink Mall. The first section based on the notion that what you wear speaks volumes about one’s skills, showcases Nike’s apparels with 3 suspended mannequins wearing NIKE PRO, 4 Nike Power shoes and 1 Hi-Vis ball, encapsulated in clear acrylic display cases. The second section illustrates Indra Sahdan making its mark against all odds which is stimulated via a ripped sticker peel-out with an accompanying tagline "Just Do It". Following on, there is a video projection screening Nike’s TVC and 3D product animation. And the final section displays 8 plasma TV screens, named "Join The Chain", showing clips of local jugglers who would seamlessly pass the ball from one screen to the next. Essentially the brief to send in the video clips is simple. Let the ball come in from the left and exit to the right. Once the videos are pieced one screen after another, it would seem like there is only one ball that is joining all them into a giant chain - which is the beauty of the game. This is to convey the message that no matter where one is from, football is a universal sport that takes away boundaries, bringing the world closer. "Join The Chain" concept is also extended online where all is encouraged to submit their own videos to win a trip to watch the Finals of the AFC Asian Cup.

The media placement duties were handled by Mindshare Singapore via Kinetic Worldwide. While the SEA-led campaign was created by Fallon, Kinetic Singapore brought to life this campaign, together with the "Join the Chain" campaign, and at the same time adding product presence through the massive outdoor execution seen at Citylink.