注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

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
Why is this work relevant for Entertainment Lions for Sport?

Nike’s 90-second film, “Dream Crazier”, aired during the 2019 Oscars, shining a light on the double standard that women face in sport and in life.

Describe the creative idea

If a man speaks up he’s called “passionate”, while a woman is called “unhinged”. If a man gets angry he’s “determined”, while a woman is “hysterical” or “just being crazy”. Our idea was to call attention to this double standard through the lens of sport, and celebrate the female athletes who have defied these labels. The campaign is voiced by Serena Williams (who herself was branded "unhinged" after the US Open).

Describe the strategy

With the launch of its “Dream Crazy” campaign at the start of the NFL season, Nike kicked off a 30th anniversary re-examination of what made its Just Do It tagline so enduring. Urgent, plainspoken, and unrelenting, Just Do It had long been a call to act with the force of your convictions, no matter what conventional wisdom told you. “Dream Crazy” set a template and touched a nerve. With the stage set, Nike wanted to keep up the pressure by turning the campaign’s lens to the way women have used sport to challenge the limits placed upon them and prove its not crazy to imagine a future for women’s sport better than present. Nike’s great women’s campaigns of the past had earned it a measure of loyalty from many female athletes. And the hope was that we could honor that by upping the ante on what Nike had previously done.

Describe the execution

The campaign kicked off with a 90-second film that calls out this double standard and celebrates female athletes who have defied labels to do the impossible. Voiced by Serena Williams (who herself was branded "unhinged" after the US Open), the film was launched on her social channels before the full film was launched during the 2019 Oscars. This was then followed by an OOH campaign that blanketed major cities across America, and social media tools that enabled young women to lend their voices to the campaign.

Describe the outcome

Immediately the film and campaign struck a chord with women around the world, becoming the topic of more than 29 major broadcast segments and 100 unique organic articles. It was shared and championed by female powerhouses like Alicia Keys, Katie Couric, Alexandria Ocasio-Cortez and Amy Schumer. It was shown on TV by Ellen, on social media by other brands like Barbie, and even inspired a feature article in the New York Times titled "Taking Back Hysterical". To date, the campaign has received more than 370 million media impressions, 88 million views and the film outperformed every film on Nike’s Instagram ever. Nike had a +300% conversation lift on social and more than 70K #justdoit mentions.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
金奖 体育娱乐
Film
戛纳国际创意节 2019
银奖 影视
Single-market Campaign
最新更新
加载中...
赞助商