Nike Dream Crazier|微电影|广告营销案例【ADGuider广告指南】

耐克梦想更疯狂

案例简介：为什么这项工作与体育娱乐狮子相关？耐克90秒的电影《梦幻狂人》在2019奥斯卡颁奖典礼上播出，揭示了女性在运动和生活中面临的双重标准。描述创意如果一个男人说话，他被称为 “热情”，而一个女人被称为 “精神错乱”。如果一个男人生气，他是 “坚定的”，而一个女人是 “歇斯底里” 或 “只是疯了”。我们的想法是通过运动的角度来引起人们对这种双重标准的关注，并庆祝那些无视这些标签的女运动员。这场运动由塞雷娜·威廉姆斯 (Serena Williams) (她本人在美国公开赛后被冠以 “精神错乱” 的烙印) 表达。描述策略随着NFL赛季开始时 “疯狂梦想” 活动的启动，耐克开始了30周年的重新审视，是什么让它的Just Do It标语如此持久。紧急，直言不讳，不屈不挠，无论传统智慧告诉您什么，长期以来一直呼吁您以信念的力量采取行动。“梦幻狂” 设置模板，触动了一根神经。在舞台布景中，耐克希望通过将竞选活动的镜头转向女性利用体育挑战极限的方式来保持压力，并证明想象女性运动的未来比现在更好，这并不疯狂。耐克过去伟大的女子运动为许多女运动员赢得了一定程度的忠诚。希望我们可以通过提高耐克以前所做的事情来兑现这一点。描述执行情况这场运动以90秒的电影拉开了序幕，该电影呼吁这种双重标准，并庆祝那些无视标签去做不可能的事情的女运动员。由塞雷娜·威廉姆斯 (Serena Williams) 配音 (她本人在美国公开赛后被贴上 “unhinged” 的标签)，这部电影在2019年奥斯卡颁奖典礼期间在她的社交渠道上上映。随后是一场覆盖全美主要城市的OOH运动，以及社交媒体工具，使年轻女性能够为运动表达自己的声音。描述结果电影和竞选活动立即引起了世界各地女性的共鸣，成为超过29个主要广播片段和100独特有机文章的话题。它由艾丽西亚·凯斯 (Alicia Keys)，凯蒂·库里克 (Katie Couric)，亚历山大·奥卡西奥·科尔特斯 (Alexandria Ocasio-Cortez) 和艾米·舒默 (Amy Shumer) 等女性强国分享和拥护。艾伦 (Ellen) 在电视上放映，芭比 (Barbie) 等其他品牌在社交媒体上放映，甚至启发了《纽约时报》 (New York Times) 的一篇专题文章 “收回歇斯底里”。迄今为止，该活动已收到超过3.7亿个媒体的印象，8800万的观看次数和电影的表现超过了耐克Instagram上的每部电影。耐克在社交方面有 + 300% 的对话提升，超过70K # justdoit提到。

耐克梦想更疯狂

案例简介：Why is this work relevant for Entertainment Lions for Sport? Nike’s 90-second film, “Dream Crazier”, aired during the 2019 Oscars, shining a light on the double standard that women face in sport and in life. Describe the creative idea If a man speaks up he’s called “passionate”, while a woman is called “unhinged”. If a man gets angry he’s “determined”, while a woman is “hysterical” or “just being crazy”. Our idea was to call attention to this double standard through the lens of sport, and celebrate the female athletes who have defied these labels. The campaign is voiced by Serena Williams (who herself was branded "unhinged" after the US Open). Describe the strategy With the launch of its “Dream Crazy” campaign at the start of the NFL season, Nike kicked off a 30th anniversary re-examination of what made its Just Do It tagline so enduring. Urgent, plainspoken, and unrelenting, Just Do It had long been a call to act with the force of your convictions, no matter what conventional wisdom told you. “Dream Crazy” set a template and touched a nerve. With the stage set, Nike wanted to keep up the pressure by turning the campaign’s lens to the way women have used sport to challenge the limits placed upon them and prove its not crazy to imagine a future for women’s sport better than present. Nike’s great women’s campaigns of the past had earned it a measure of loyalty from many female athletes. And the hope was that we could honor that by upping the ante on what Nike had previously done. Describe the execution The campaign kicked off with a 90-second film that calls out this double standard and celebrates female athletes who have defied labels to do the impossible. Voiced by Serena Williams (who herself was branded "unhinged" after the US Open), the film was launched on her social channels before the full film was launched during the 2019 Oscars. This was then followed by an OOH campaign that blanketed major cities across America, and social media tools that enabled young women to lend their voices to the campaign. Describe the outcome Immediately the film and campaign struck a chord with women around the world, becoming the topic of more than 29 major broadcast segments and 100 unique organic articles. It was shared and championed by female powerhouses like Alicia Keys, Katie Couric, Alexandria Ocasio-Cortez and Amy Shumer. It was shown on TV by Ellen, on social media by other brands like Barbie, and even inspired a feature article in the New York Times titled "Taking Back Hysterical". To date, the campaign has received more than 370 million media impressions, 88 million views and the film outperformed every film on Nike’s Instagram ever. Nike had a +300% conversation lift on social and more than 70K #justdoit mentions.