It's Pou. Not Poo. Not Pow. Pou. Pronounced Poe. Yup. Like Edgar Allan. That's right.
Bear in my Mind :: Nike
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The bear of the famous Madrid's statue has escaped. If you see it, run. That hoax was the main concept of the campaign for the San Silvestre Vallecana race of 2003. Online, the inner monologue of a runner facing the unlikely threat of a bear on the loose bear is the leitmotif that brings the site together.
The site was very innovative for 2003. It included a cheeky game to spread the word, an ecommerce module to register to the race, and a section that allowed users to personalise the poster of the race with their own messages and a -pioneering at the time- upload your face functionality.
The banner campaign was also very innovative. Overlays and standard banner units worked in synergy to deliver the message. A hoax website gave depth to the concept and was featured in prime time in Spanish national TV.