• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Nike Time is Precious

Award: Graphite Pencil

Graphite Pencil / Film Advertising / TV Commercial Campaigns / 2017

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.

  • None
  • Nike Time is Precious
  • Nike Time is Precious
  • Nike Time is Precious
  • Nike Time is Precious
  • None

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again