For the most important fight in his early career, Manny Pacquiao was set to go up against veteran boxing superstar Oscar De La Hoya. With odds stacked against Pacquaio, Nike Philippines stood by his side with a campaign supporting the underdog newcomer. We made a key visual that depicted Pacquiao's ritual of praying in the ring right before a match, and wrote a line that encapsulated an entire nation's plea for its newfound symbol of hope.
This visual was cascaded to billboards, posters, print ads, in-store advertising, Nike apparel, digital advertising, and the Nike Philippines website.
It became the most enduring, iconic visual of the legendary athlete and was key in drumming up support for Pacquiao, fueling him to ultimately win and shine the limelight on the Philippines in the world of boxing.
Case study video for Nike Philippines' Give Us This Day campaign
