Nashawn Taylor
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12Dunks of Christmas

Promotional Design
Project Overview
12Dunks of Christmas is a promotional design project the I created that highlights my never ending love for sneakers.
"Create a social media and multi platform holiday-of-choice campaign for a products brand of choice" says the professor. After hearing this brief I instantly knew two things; one, I want to design for sneaker heads and two, I want to design for Nike. After thinking about this, I asked myself the question; Is it possible for a brand as big as Nike to create a twelve month campaign that no one has ever seen before? ... And then I asked myself; How would they do it?

Not knowing the answers to my own questions, I at least want to come up with a holiday and a name for my campaign. During this step, figuring out the holiday was easy since I wanted this to be at the end of the year but figuring out the name took a few tries. Through hours of listening to Christmas songs and doing research about the holiday I thought of the one and only name that would make sense for this campaign... and then, the 12 Dunks of Christmas came to life.

Well, here we are. I have a brand, a holiday and a name for my campaign; now I just need an action plan.
Design Process
As the first piece of engagement for the campaign we will launch billboards with the date that it begins on. Since there will be no written forms of what this date actually means it will get people talking. The plan is to start a conversation. Is it a movie? Is It a sneaker? What is this?
Billboard Soft Launch
After a couple months of the first billboards being released Nike will leak its own material to Bleacher Report. The purpose of this is to give some sort of information to the public without revealing the opportunities at the end.
The Whistleblower
Another subtle change that sneaker heads across the globe will notice right away.
SNKRS Website Update
Out with the old and in with the new! All over the world there will be billboards with the caption "want 'em?" and one Nike Dunk sneaker from the 12 Dunks of Christmas accompanying it. Different billboards with different sneakers on them. The goal here remains the same; get people talking. What is expected after these billboards are released is for sneaker heads all over the globe to join alliances with each other to try put the pieces together. Reddit groups, Instagram stories, Snapchat posts, Twitter threads etc. All of the sneaker heads will be connecting to try to figure what and when are the sneakers going to be release to be released and potentially.
"Want 'Em ?" Billboard Launch
As we are just weeks away from the 12 Dunks of Christmas first day of release we wil drop a post each day that highlights how many days away we are. 14 Days Remaining, 13 Days Remaining, 12 Days Remaining ... 1 Day Remaining.
Countdown Post

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