Just Do It: Caster Semenya|微电影|广告营销案例【ADGuider广告指南】

就这样做: Caster Semenya

案例简介：背景 2018年，国际田联引入了有关睾丸激素水平的新规则，似乎针对的是像Caster Semenya这样患有高雄激素症的女性 (这种情况下，她的身体产生的睾丸激素比大多数女性更多)，有人认为这给了她在竞争中的不公平优势。在这项使她与众不同的最新尝试中，卡斯特 (Caster) 感到，在一项明确针对她作为运动员的运动中，她没有什么可失去的。虽然这对某些人来说似乎令人生畏，但实际上却助长了Caster-使她感觉比以往任何时候都更强大，这是竞技场上最危险的竞争对手。简介是为了展示Caster面对这种反对派的故事和力量。向她展示她是一位强大的运动员和女性，无论这种批评如何，她现在都是，而且一直都是。反过来，鼓励年轻女孩继续感受到与卡斯特相同的力量和信心。我们与耐克 (Nike) 发表了一份声明，表明他们在该裁决生效之前的最后一场比赛中对Caster的明确支持。描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性在围绕女性平等的全球叙事如此突出和重要的时候，耐克最成功的女运动员之一继续成为与众不同的目标和受害者。在国际田联 (IAAF) 关于睾丸激素水平的最新裁决中，患有雄激素过多症 (身体自然产生的睾丸激素比大多数女性多) 的Caster被指控在竞争中具有不公平的优势。当她实际上只是像女人一样自然竞争时。这项运动的目的是在该裁决生效之前的最后一场比赛中，在她的运动旅程中最重要的时候支持Caster。面对这种反对，我们想展示Caster的故事和力量。向她展示她是一位强大的运动员和女性，无论这种批评如何，她现在都是，而且一直都是。耐克的这份声明表明了他们对卡斯特的明确支持，并成为南非和世界各地女性的重要声明和灵感。描述创意当你生来就做的时候-就做吧。我们的想法是对一个被不公正地质疑其性别的运动员的支持的挑衅。向她的指控者发送信息，同时也向任何认为自己因与众不同而被淘汰的女运动员发出集会的呐喊。描述策略运动一直是遗传异常值闪耀的地方。Usain Bolt的长腿，快速抽动的纤维和出色的ACTN3水平 (冲刺基因) 使他的冲刺速度比所有人都快。迈克尔 · 菲尔普斯 (Michael Phelps) 的翼展和大手脚使他本质上是为了游泳而设计的。除了13.5英寸阿喀琉斯 (几乎是成年男性平均身高的两倍) 之外，詹尼斯的非凡措施使他成为新的NBA原型。这就是重点。伟大的运动员是不正常的。他们是至高无上的生命。这些自然优势-加上干劲和努力-发掘了新的可能性，并突破了我们作为运动员和人类的极限。那么，为什么Caster会因为天生不同而成为目标？我们不想关注她为什么与众不同，而是想展示她的故事-每个人都可以与之相关。她天生的才华，勤奋，人性和实现梦想的力量。描述执行情况我们在耐克和Caster的社交渠道上使用印刷GIF嘲笑了该活动的启动，并指出 “我是CASTER，我更快”。接下来，南非最大的周日报纸的双页印刷，上面有一张有力的Caster中期照片，带有挑衅性的台词: “太快了？太糟糕了。她天生就是这样做的。然后，在她最后一场比赛的前一个周末，我们在南非电视台推出了一部60英寸的电影，由Caster主演，AG Rojas执导。而更长的版本在耐克的全球YouTube频道上发布。就在她的上一场比赛之前，我们有一位卡斯特的英雄和耐克运动员，勒布朗 · 詹姆斯 (LeBron James) 穿着一件自己的t恤，给她一个惊喜。描述结果/影响该活动获得了超过8450万的印象。这部电影的观看次数超过185m。它不仅在南非，而且在全球范围内，在赢得的媒体上创造了令人难以置信的对话，其声明如下: “Caster Semenya的广告改变了游戏”-Elle “耐克击倒仇恨者” -- 时代 “鸡皮疙瘩” -- 第24频道 “把它赶出公园” -- ESPN 在社交媒体上引发辩论和支持信息，使 # JustDoIt成为南非排名第一的热门话题标签。

就这样做: Caster Semenya

案例简介：Background In 2018, the IAAF brought in new rules regarding testosterone levels, seemingly targeting women like Caster Semenya who have hyperandrogenism (a condition where her body produces more testosterone than most women), which some have argued gives her an unfair advantage in competition. In this newest attempt to sideline her for being different, Caster feels that she has nothing left to lose in a sport that has so clearly targeted her as an athlete. While this may seem daunting for some, it actually fuels Caster – leaving her feeling more powerful than she’s ever been, the most dangerous competitor in the arena. The brief was to show Caster’s story and strength in the face of this opposition. To show her as the powerful athlete and woman that she is and always has been, regardless of this criticism. And, in turn, to encourage young girls to continue to feel the same strength and confidence as Caster. We created a statement with Nike showing their unequivocal support for Caster in her last races before the ruling will come into effect. Describe the cultural/social/political climate in your region and the significance of your campaign within this context At a time when the global narrative around female equality is so prominent and important, one of Nike’s most successful female athletes continues to be targeted and victimised for being different. In a latest ruling by the IAAF regarding testosterone levels, Caster who has hyperandrogenism (a condition where her body naturally produces more testosterone than most women) is being accused of having an unfair advantage in competition. When she is actually just competing naturally as the woman she is. This campaign was about supporting Caster when it matters most in her athletic journey, in her last races before the ruling comes into effect. We wanted to show Caster’s story and strength in the face of this opposition. To show her as the powerful athlete and woman that she is and always has been, regardless of this criticism. This statement from Nike showed their unequivocal support for Caster and has become an important statement and inspiration for women in South Africa and around the world. Describe the creative idea When you’re born to do it—Just do it. Our idea is a defiant show of support for an athlete unfairly questioned about her gender. Sending a message to her accusers, while also acting as a rallying cry to any female athlete who feels they have been sidelined for being different. Describe the strategy Sport has always been a place where genetic outliers shine. Usain Bolt’s long legs, fast-twitch fibres & superior ACTN3 levels (sprinting gene) allow him to sprint faster than everyone. Michael Phelps’s wingspan and large hands & feet made him essentially designed to swim. Giannis’ extraordinary measures in addition to 13.5 inches Achilles (almost double the length of the average adult male's) make him the new NBA prototype. That’s the point. Great athletes are not normal. They are supreme beings. These natural advantages - along with drive and hard work - unearth new possibilities and push our limits as athletes and humans. So why is Caster being targeted for being naturally different? Instead of focusing on why she is different, we wanted to show her story - one that everyone can relate to. Her natural talent, hard work, humanity and the power of making her dreams a reality. Describe the execution We teased the launch of the campaign with a typographic GIF on Nike and Caster’s social channels stating ‘I AM CASTER, I AM FASTER.’ Next, a double-page print in South Africa’s largest Sunday Newspaper that had a powerful photo of Caster mid-run with the provocative line: ‘Too fast? Too bad. She was born to do this.’ Then, on the weekend before her last race, we launched a 60” film on South African television, starring Caster and directed by AG Rojas. While a longer version was released on Nike’s global YouTube channel. Right before her last race, we had one of Caster’s heros and fellow Nike athletes, LeBron James surprise her with a ‘I AM CASTER, I AM FASTER’ t-shirt, while wearing one himself. Describe the results/impact The campaign got over 84.5M impressions. The film achieved over 18.5M views. It created incredible conversation in earned media, not just in South Africa, but across the globe, with statements such as: “Caster Semenya’s Ad changed the Game” - Elle “Nike slaps down the Haters” - Times “Goosebumps” - Channel 24 “Knocked it out of the Park” - ESPN Sparking debate and messages of support on social media, making #JustDoIt become the number 1 trending hashtag in South Africa.