November saw Nike launch a new campaign in Germany called ‘Helden / Heroes’ showcasing the next generation of stars who are defining a new era of sports and culture in Germany.
The campaign’s empowering message is about celebrating a more holistic definition of what it is to be a sporting or cultural hero: celebrating a diverse range of athletes who have defied odds and expectations.
The campaign, developed in harness with agency Wieden + Kennedy Amsterdam, launched at the start of November – a week ahead of the 30th anniversary of the fall of the Berlin Wall.
The creative is fronted by a diverse line up for 15 members of Nike’s endorser stable including athletes, coaches and dancers spanning a wide array of sport and creative, cultural activities.
Those featuring in the commercial include:
• Zeina Nassar (a boxer who fought to overturn a rule prohibiting competitors from wearing head wraps such as a hijab)
• Giulia Gwinn (a footballer boosting the visibility and standing of women’s football in Germany)
• Leroy Sané (a young Manchester City football star)
• Léon Schäfer (a track and field athlete and Paralympian)
• Mario Götze (scorer of the winning goal for Germany in the 2014 World Cup)
• Moe Wagner (German-born basketball player for the Washington Wizards)
• Mobina and Melika Nazari (skateboarders whose family fled Afghanistan)
• Gesa Krause (Olympic bronze medal winning athlete and 2000-meter world record holder)
• Ariclenes Garcia (LaQuéfa St Laurent – dancer and Voguer who offers free workshops to queer refugees)
• Yelmaz Habash, Tarek Almoukee, Nazir Jaser and Nabil Allahham (cyclists and refugees)
• Alex Hipwell (coach)
Thus Nike is highlighting a wide range of young athletes from diverse backgrounds and the spot ends with the copy: “You never just do it for yourself.”
The initiative is spearheaded by a hero spot set to David Bowie’s German version of ‘Heroes’: the only song he recorded in German and a song which has significance to many Germans.
“With ‘Du tust es nie nur für dich,’ we are opening a new chapter for the Nike brand in Germany, celebrating sports,” said Sebastian Niemeyer, brand and marketing lead for Nike Germany.
“For today’s youth, sport can have a greater meaning than simply competing and winning. It’s the power to unite, to inspire and to lead change in their communities that counts. Our sporting heroes fuel this passion on the pitch or track and in communities to unlock sport for the next generation of athletes. Sport becomes a catalyst, and you never do it just for yourself.”
The campaign was developed by Wieden + Kennedy Amsterdam and the agency team included Executive Creative Directors Eric Quennoy and Mark Bernath, Creative Director Craig Williams Evgeny Primachenko, Art Director Jeffrey Lam, Copywriter Alex Bower, Head of Broadcast Production Joe Togneri, Executive Producer Jaime Tan, Assistant Producer Eline De Roo, Group Account Director Kathryn Addo, Account Director Franky Wardell, Account Manager Margot Paquien, Planning Director Reid Schilperoort, Planner Alex Janneau, Head of Comms & Digital Strategy Dani Pak, Comms Planning Director Elsa Stahura, Studio Director Lizzie Murray, Motion Designer Soren Danielsen, Lead Motion Designer Gustav von Platen, Studio Artist Noa Redero, Project Manager Caroline Kosse and Business Affairs Directors Michael Graves and Marie Hernandez.
Comment:
The campaign launch was timed to leverage the lead-up to the 9 November 30th anniversary of the fall of the Berlin Wall.
The Nike spot doesn’t actually specifically reference the tracks position in Germany’s history, but rather uses it to make a point about the nation’s present as its cultural landscape continues to evolve: influenced by multiple factors including refugees and immigrants which has led to rising tensions and ongoing discussion about what it means to be German.
‘Heroes’, was written in 1977 and the track tells a tale of two lovers separated by the Berlin Wall. Bowie’s 1987 performance of the song at the Reichstag in West Berlin has become an iconic piece of Cold War history and even described by some as a cultural tipping point which accelerated the collapse of the wall: some fans even recall huddling close to the wall and quietly singing along to the song on the eastern side of the wall.
The German government even official honoured Bowie for his role in unifying the country after his death in 2016.
Good-bye, David Bowie. You are now among #Heroes. Thank you for helping to bring down the #wall. https://t.co/soaOUWiyVl #RIPDavidBowie
— GermanForeignOffice (@GermanyDiplo) January 11, 2016
Links:
Nike
https://www.instagram.com/nike/
https://plus.google.com/u/0/+nike
Wieden + Kennedy Amsterdam
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