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.
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