Self-shot home workout footage anchors the latest phase of Nike’s ‘Play For The World’ coronavirus response ad campaign.
Based on the insight that while staying fit at home is a challenge, staying motivated can be an even tougher prospect, Nike’s latest 60-second spot salutes those overcoming the obstacles.
‘You Can’t Stop Us’, developed with long-time creative agency Wieden + Kennedy Portland, is edited from video footage and still imagery shot in homes around the world by big name Nike ambassadors and amateur athletes.
It opens with shots of empty sports and athletic arenas of all kinds – from football stadiums and MLB ballparks to community courts and soccer pitches – and then switches its focus to all those working hard to stay fit, keep on top of their game and remain healthy despite the lockdown challenges.
With public indoor workout options and gyms all closed, it showcases solutions to limited space and salutes those standing hope to the weight of financial and emotional uncertainty and coming up with everyday practical solutions to their challenges.
Among the Nike ambassadors featured in the film alongside the committed everyday amateurs are LeBron James, Somali boxer Ramla Ali and beach volleyball star Sara Hughes.
The message is one of unity across all levels of athletics.
The campaign was created for Nike by a team at Wieden + Kennedy Portland which included Creative Directors Alberto Ponte and Ryan O’Rourke, Copywriter Alex Romans, Art Director Miguel Gonzalez, Executive Producers Jake Grand and Krystle Mortimore, Producer Emily Knight, Associate Producer Shani Storey, Senior Business Affairs Manager Maureen Doyle, Group Brand Director Andre Gustavo, Brand Director Kate Rutkowski, Brand Manager Steve Smith, Group Strategy Director Paula Bloodworth, Group Media Director Daniel Sheniak, Associate Media Director Brian Goldstein, Creative Operations Manager David Ramirez, Integrated Traffic Managers Sabrina Reddy and Billy Mucha, Executive Design Producer Alicia Kuna, Design Producer Michael Rosenau and Studio Designer Mitch Wilson.
Editorial, VFX and mix was by Joint Editorial with Editor Jasmine McCullough, Editorial Consultant Tommy Harden, Assistant Editor Andrea Seider, Post Producer Annie Rosick. Executive Producer Leslie Carthy. Flame Artist Edward Lopez, Colorist Jasmine Vazquez, VFX Producer Rebekah Koerbel, VFX Executive Producer Bugs Russell, with Audio Mixer Natalie Huizenga and Producer Annie Rosick.
Music supervision was handled by Walker with Senior Executive Producer Sara Matarazzo, Executive Producer Stephanie Pigott and Producer Danielle Soury and the music was Mychael Danna’s ‘The Streak’ from the Moneyball OST Courtesy of Sony Pictures.
Comment:
Nike seems to have captured the moment again – with the right tone and the right message at the right time.
This work follow’s on from Nike’s initial, motivational ‘Play For The World’ rallying cry which began with a simple text-based execution conveying a relatable message of solidarity (see case study).
The ad campaign is just one strand of a larger coronavirus response from Nike which spans direct donations, manufacturing aid and a multi-pronged programme to help people stay active which ranges from livestreamed workouts from Nike ‘master trainers” to fun interactive competitions like the ‘Living Room Cup’.
Nike’s innovation, design, manufacturing and product teams have also come together to produce personal protective equipment for frontline medical staff: including making full-face shields and powered air-purifying respirator lenses to protect against coronavirus infection.
Working in a partnership with Oregon Health & Science University (OHSU), the sportswear giant says its full-face shield transforms elements of the brand’s footwear and apparel into PPE (collar padding for sneakers has been repurposed, as have cords earmarked for apparel and the TPU component of Nike Air soles have been reimagined.
Links:
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
Wieden+Kennedy
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