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Just Do It: Caster Semenya

Just Do It: Caster Semenya | 耐克 | Nike | 韦柯 | Wieden+Kennedy
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基本信息
行业: 服装
媒体:影视
风格: Minimalism
说明cnen
Background

In 2018, the IAAF brought in new rules regarding testosterone levels, seemingly targeting women like Caster Semenya who have hyperandrogenism (a condition where her body produces more testosterone than most women), which some have argued gives her an unfair advantage in competition.

In this newest attempt to sideline her for being different, Caster feels that she has nothing left to lose in a sport that has so clearly targeted her as an athlete. While this may seem daunting for some, it actually fuels Caster – leaving her feeling more powerful than she’s ever been, the most dangerous competitor in the arena.

The brief was to show Caster’s story and strength in the face of this opposition. To show her as the powerful athlete and woman that she is and always has been, regardless of this criticism. And, in turn, to encourage young girls to continue to feel the same strength and confidence as Caster. We created a statement with Nike showing their unequivocal support for Caster in her last races before the ruling will come into effect.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

At a time when the global narrative around female equality is so prominent and important, one of Nike’s most successful female athletes continues to be targeted and victimised for being different.

In a latest ruling by the IAAF regarding testosterone levels, Caster who has hyperandrogenism (a condition where her body naturally produces more testosterone than most women) is being accused of having an unfair advantage in competition. When she is actually just competing naturally as the woman she is.

This campaign was about supporting Caster when it matters most in her athletic journey, in her last races before the ruling comes into effect. We wanted to show Caster’s story and strength in the face of this opposition. To show her as the powerful athlete and woman that she is and always has been, regardless of this criticism. This statement from Nike showed their unequivocal support for Caster and has become an important statement and inspiration for women in South Africa and around the world.

Describe the creative idea

When you’re born to do it—Just do it.

Our idea is a defiant show of support for an athlete unfairly questioned about her gender. Sending a message to her accusers, while also acting as a rallying cry to any female athlete who feels they have been sidelined for being different.

Describe the strategy

Sport has always been a place where genetic outliers shine. Usain Bolt’s long legs, fast-twitch fibres & superior ACTN3 levels (sprinting gene) allow him to sprint faster than everyone. Michael Phelps’s wingspan and large hands & feet made him essentially designed to swim. Giannis’ extraordinary measures in addition to 13.5 inches Achilles (almost double the length of the average adult male's) make him the new NBA prototype.

That’s the point. Great athletes are not normal. They are supreme beings. These natural advantages - along with drive and hard work - unearth new possibilities and push our limits as athletes and humans.

So why is Caster being targeted for being naturally different? Instead of focusing on why she is different, we wanted to show her story - one that everyone can relate to. Her natural talent, hard work, humanity and the power of making her dreams a reality.

Describe the execution

We teased the launch of the campaign with a typographic GIF on Nike and Caster’s social channels stating ‘I AM CASTER, I AM FASTER.’

Next, a double-page print in South Africa’s largest Sunday Newspaper that had a powerful photo of Caster mid-run with the provocative line: ‘Too fast? Too bad. She was born to do this.’

Then, on the weekend before her last race, we launched a 60” film on South African television, starring Caster and directed by AG Rojas. While a longer version was released on Nike’s global YouTube channel.

Right before her last race, we had one of Caster’s heros and fellow Nike athletes, LeBron James surprise her with a ‘I AM CASTER, I AM FASTER’ t-shirt, while wearing one himself.

Describe the results/impact

The campaign got over 84.5M impressions. The film achieved over 18.5M views.

It created incredible conversation in earned media, not just in South Africa, but across the globe, with statements such as:
“Caster Semenya’s Ad changed the Game” - Elle
“Nike slaps down the Haters” - Times
“Goosebumps” - Channel 24
“Knocked it out of the Park” - ESPN

Sparking debate and messages of support on social media, making #JustDoIt become the number 1 trending hashtag in South Africa.
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