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Nike Dream Crazy

Nike Dream Crazy | 耐克 | Nike | 韦柯 | Wieden+Kennedy
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 服装
媒体:影视
风格: Minimalism
说明cnen
Write a short summary of what happens in the film

The “Dream Crazy” film celebrates athletes who pushed their sports forward, from household names like Serena Williams and Lebron James, to a girl who dreamed of playing linebacker on a high-school football team. The film is voiced by Colin Kaepernick, the controversial NFL quarterback who sacrificed his dream for an even bigger one when he knelt during the national anthem to protest police brutality.

Cultural/Context information for the jury

In 2018, youth in the U.S. were coming of age during a time of deep cultural and political unrest in America. They were aware of all the issues facing their generation (social injustice, political uncertainty, etc.) and were both vocal and action-oriented. They were busy getting after whatever it is they wanted for themselves, their friends, and their generation, and they saw sport as a yardstick for their motivation and energy, and for how they could make a mark in the rest of their lives. Moreover, they saw that sport, particularly through athletes like Colin Kaepernick, had the potential to transcend the field of play and enter the national cultural debate.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

In 2018, youth in the U.S. were coming of age during a time of deep cultural and political unrest in America. They were aware of all the issues facing their generation (social injustice, political uncertainty, etc.) and were both vocal and action-oriented. They were busy getting after whatever it is they wanted for themselves, their friends, and their generation, and they saw sport as a yardstick for their motivation and energy, and for how they could make a mark in the rest of their lives. Moreover, they saw that sport, particularly through athletes like Colin Kaepernick, had the potential to transcend the field of play and enter the national cultural debate.
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奖项
戛纳国际创意节 2019
钛狮 钛狮
Titanium
戛纳国际创意节 2019
银奖 影视
Single-market Campaign
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