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Lola Draws Parallels Between Skateboarders & Professionals for Nomad


‘Respect’ campaign compares skateboarders to scientists, violinists and policemen in three well-crafted films

Lola Draws Parallels Between Skateboarders & Professionals for Nomad

LOLA, the creative agency that is part of Lowe & Partners, launches the online campaign “RESPECT” for Nomad Skateboards. Nomad is the leading skateboard brand in Spain and is currently in the process of expanding into the global marketplace. The primary objective of this image campaign is to build brand awareness and reputation in the global arena. 

The three spots, directed by Diana Kunst, for Garlic Productions, reflect the parallels that exist between highly respected professions and the world of skateboarding: A series of interior dialogues that prove there´s no difference between the two worlds. A scientist experiments and investigates until he gets the desired results, just like a skater learning a trick. An accomplished violinist practices endlessly with his wooden instrument, refining his technique and the skater does too. The policeman, through his dedication and bravery, is also connected to the life of a skater. 

Juan Sevilla, lead Creative Director for the brand and creator of the campaign explains: “We´ve been working with Nomad for years and have a very productive relationship with the client. The constant contact that we have with them and their team of skaters, gives us an unique understanding of the current state of skateboarding as a sport and lifestyle.”

“Nomad is a brand that truly understands it´s audience independent of where they live, that´s why we always try and create ideas that have clear skater insights but can be appreciated by anyone, anywhere,” says Sevilla.

Chacho Puebla, Executive Creative Director and Partner at LOLA, reaffirms “we are very happy with the launch of this campaign and are convinced that the communication will help Nomad reach it´s goal of brand presence in the international market”.

For Iván Moreno Puché, Partner and Founder of Nomad Skateboard, “working with LOLA has opened our minds in terms of new ways to communicate within the skateboarding industry. Nomad is currently in a process of rebirth and that gives us the opportunity to communicate with new messages, moving away from the classic and expected ones used by the industry. It´s a challenge that I am passionate about.”

“We want to mature as a brand and create a unique personality and differentiating positioning, this campaign achieves that without a doubt. Moreover, in addition to broadening new horizons in terms of creative communications, we are also breaking down stereotypes,” says Puché.

Founded in Zaragoza in 2001 Nomad Skateboards is the first skateboard brand in Spain and is now established in over 22 countries. Nomad is an independent brand that actively supports the European skateboarding scene and works with local designers and artists to spread it´s creative community-minded way of thinking and acting. 

LOLA is the strategic and creative hub of Lowe & Partners in Spain, leading the creation, development and consolidation of global ideas for blue-chip brands such as Magnum and Cornetto for Unilever; Barbie, Hot Wheels, Monster High, Scrabble, Pictionary and Uno, amongst others, for Mattel and more recently, SEAT worldwide.


Agency: LOLA

Client: Nomad Skateboards

Brand: Nomad

Client contact: Iván Moreno Puché

Executive Creative Director: Chacho Puebla

Chief Executive Officer: Miguel Simoes

Creative Director: Juan Sevilla, Tomas Ostiglia

Client Service Director: Daniele Cicini

Account Executive: Laura de Benito

Production: Lola Guillamón, Sebastian Arce, Luis Di Guardi

Production House: Garlic

Producer: Álvaro Gorospe

Director: Diana Kunst

Music: Supercharango

Creative Advisor: Tura

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Genres: People, Dialogue

Categories: Sports and Leisure, Outdoor Equipment

LOLA MullenLowe, Tue, 15 Apr 2014 14:47:34 GMT