The poster campaign features images of the Filipino boxer that appear to be painted from blood. This, said the campaign's creator Ogilvy Philippines, taps into the Filipino definition of a national hero: one who literally gives his lifeblood to the people.
Pacquiao is a household name in the Philippines thanks to a successful boxing career, a movie made in his name, a hit single, an appearance in a video game and a series of endorsement deals for brands including Surf detergent, San Miguel beer and McDonald's.
Nike is looking to stand out amid the sponsor clutter by using the 'Just do it' slogan to further elevate the boxer's status using online initiatives, merchandise, print and PR in combination with posters.
Ogilvy also handles Nike in India, Taiwan, Korea and Singapore.
