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    The 1948 exhibtion

  • 0493_cav_6-sheet_1200x1800mm_v2

    Mark Cavendish’s poster

  • Mic_portraits_1700x11007

    Adam Hinton: Mark Cavendish

  • 0493_luol_6-sheet_1200x1800mm_v2

    Luol Deng’s poster

  • Mic_portraits_1700x1100

    Adam Hinton: Luol Deng

  • 0493_mo_6-sheet_1200x1800mm_v2

    Mo Farah’s poster

  • Mic_portraits_1700x11006

    Adam Hinton: Mo Farah

  • 0493_paula_6-sheet_1200x1800mm_v2

    Paula Radcliffe’s poster

  • Mic_portraits_1700x11003

    Adam Hinton: Paula Radcliffe

  • 0493_jack_6-sheet_1200x1800mm_v2

    Jack Wilshere’s poster

  • Mic_portraits_1700x11002

    Adam Hinton: Jack Wilshere

  • 0493_perri_6-sheet_1200x1800mm_v2

    Perry Shakes-Drayton’s poster

  • Mic_portraits_1700x11008

    Adam Hinton: _Perry Shakes-Drayton

  • Nike1

    A visitor to 1948 show makes his own pedge

  • 0493_harry_6-sheet_1200x1800mm_v2

    Harry Main’s poster

  • Mic_portraits_1700x11004

    Adam Hinton: Harry Main

  • Mic_portraits_1700x11005

    Adam Hinton: Rio Ferdinand

Advertising

What's On: Nike Make It Count 2012

Posted by Rob Alderson,

For a major sports brand like Nike, 2012 represents a massive opportunity to capitalise on the sporting drama ready to be played out at the Olympics and the European football championships. But although the summer will represent the culmination of the sporting year, Nike’s Make It count campaign is all about the blood, sweat and tears that will take the athletes to their ultimate goals. The stark portraits by photographer Adam Hinton are studies in focus and hardship rather than slick triumph while the posters add in hand-scrawled promises which give us a window into the stars’ mindsets. Roll on July.

The portraits are currently on show at Nike’s 1948 space in Bateman’s Row, Shoreditch. There’s also a series of super-slick videos to complement the campaign. You can see the full set here but we’re particular fans of the Luol Deng offering below.

The campaign was designed and coordinated by Wieden + Kennedy’s London office and AKQA, who have made it dynamic and inclusive by inviting everyone to add their personal 2012 vows on Twitter (#makeitcount) or at the east London exhibition.

Ra

Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.

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