Bingeing shows, following famous families, and liking coworkers’ vacation photos has not just caused us to live vicariously through others—it’s made us addicted to our screens. For Nike, that’s a problem. It’s the antithesis of Just Do It. As a result, the brand set out to shake things up by disrupting this unproductive behavior and the audiences who get caught up in it, encouraging them instead to get outside and get moving.
People wasting time with unproductive behavior.
For three weeks around the holidays, every message was customized to the platform where young audiences spend the most time. This included social platforms like Instagram, and across reality shows, network marathons, and celebrity news programs like E! News. Messages were also targeted to massive cultural moments like during The Walking Dead finale. US Weekly also featured a full page before the TOC that disrupted readers. Context was king for this campaign and played into every media decision.
- Matt Hunnicutt/Amy Berriochoa
- Stefan van den Boogaard
- Noah Woodburn/Natalie Hulzenga/Sarah Fink
- Tim Arts
- Chris Groom/Antony Goldstein
- Leticia Barajas/Leslie Warra/Alex Bernard
- Tim Arts/Stefan vsn den Boogaard
- Eric Hill/JB Jacobs/Kevin Alfoldy/Mimi Bergen/Dylan Sylwester/Sarah Fink/Leslie Carthy
- Henry Lambert/Zack Kaplan
- Alyssa Ramsey/Luiza Prata Carvalho/Anna Boteva
- John Furnari/Lisa Feldhusen