Trollbäck + Company began this project with the following creative direction from Nike: get people excited about the SP series golf shoe.
Besides stimulating awareness and enthusiasm, Trollbäck’s work had to address golf consumers’ balanced needs for style, comfort and performance. Furthermore, the spot would have to be simple and communicate mainly on a visual level, as it would be exhibited in Nike stores around the world. Affecting all of these considerations was the very limited project budget.
In order to meet these requirements within the Nike Butterfly spot, Trollbäck added a thoughtful narrative element with a slightly humorous tone, directed toward a target market of men age 18 to 55. Trollbäck used the metaphor of the shoe as a butterfly to suggest the new, fresh appeal of the shoe. By adding motion to the spot, we also reinforced the lightweight, comfort appeal of the shoes. Best of all, this same effect that made the work more beautiful also strongly reinforced a brand attribute of the product in a very original way. The spot was featured at launch events throughout the Nike retail network.