案例简介：挑战的解释 (投票30%) 在 “Just Do It” 成立30周年之际，耐克希望激发新一代的年轻运动员和年轻人通过运动实现自己的潜力。耐克 (Nike) 是体育运动的第一大品牌，它希望以一种全新的方式将其标志性的理念和路线 “Just Do It” 变为现实，与青年运动员以及整个文化息息相关。 洞察力/突破性思维 (投票30%) 为了激励下一代运动员真正实现他们的潜力，我们想庆祝现在的运动员的例子，尽管他们面临各种各样的障碍，但他们从未放弃自己的梦想-许多人可能认为这种梦想是荒谬的，甚至是疯狂的。因此，我们庆祝真正的运动员，他们忽略了传统思维，从而推动了世界向前发展。而且由于没有哪个运动员比Colin Kaepernick更疯狂，因此我们使他成为整个竞选活动的代言人。 创意 (投票20%) 我们的想法是庆祝 “疯狂的梦想”，以及那些背弃常规的运动员，包括备受争议的NFL四分卫科林·卡佩尼克 (Colin Kaepernick)，他在国歌期间跪下抗议警察的暴行。这一举动引发了全国乃至全世界的辩论，最终激励了数百万人在面对强烈反对的情况下为该品牌辩护。 结果/结果 (投票20%) 这场运动立即引发了全国乃至全世界的辩论。但是，当一些人和新闻网络发起抵制耐克并烧毁他们的鞋子时，数百万人为该品牌辩护，并称赞该运动处于 “历史的正确一边”。该活动使耐克的股价升至历史最高水平，并创造了60亿美元的品牌价值，使其成为该品牌历史上最成功的活动。 陪审团的文化/上下文信息 (150字) 2018年，在美国严重的文化和政治动荡时期，美国的年轻人正在成年。他们意识到他们这一代人面临的所有问题 (社会不公、政治不确定性等)。)，并且既直言不讳，又面向行动。他们忙于追求自己，朋友和一代人想要的一切，他们将体育视为自己动力和精力的标尺，以及如何在余生中留下印记的标尺。此外，他们看到这项运动，特别是通过科林·凯珀尼克 (Colin Kaepernick) 这样的运动员，有可能超越比赛领域，进入全国文化辩论。

案例简介：The Interpretation of the Challenge (30% of vote ) For the 30th Anniversary of “Just Do It”, Nike wanted to inspire a new generation of young athletes and youth overall to realize their potential through sport. Nike, the number one sports brand, wanted to bring to life its iconic idea and line, “Just Do It” in a fresh way, relevant to youth athletes as well as culture at large. The Insight / Breakthrough Thinking (30% of vote ) To inspire the next generation of athletes to truly realize their potential, we wanted to celebrate the examples of current athletes who, despite facing obstacles of various sorts, never gave up on their dreams – the sort of dreams many people might think are ridiculous or even crazy. So we celebrated real athletes that have ignored conventional thinking and as a result have pushed the world forward. And because no athlete has dreamed crazier than Colin Kaepernick, we made him the face of the entire campaign. The Creative Idea (20% of vote ) Our idea was to celebrate “Crazy Dreams” and the athletes that have turned their backs on convention including Colin Kaepernick, the controversial NFL quarterback who knelt during the national anthem to protest police brutality. This move ignited debate across the country and throughout the world, ultimately inspiring millions to come to the brand’s defense in the face of backlash. The Outcome / Results (20% of vote) The campaign immediately ignited debate across the country and throughout the world. But while some people and news networks launched a boycott against the Nike and burned their shoes, millions came to the brand’s defense and praised the campaign for being on “the right side of history”. The campaign saw Nike’s stock price rise to an all-time high and created $6 billion in brand value, making it the most successful campaign in the brand’s history. Cultural/Context Information for the Jury (150 words) In 2018, youth in the U.S. were coming of age during a time of deep cultural and political unrest in America. They were aware of all the issues facing their generation (social injustice, political uncertainty, etc.) and were both vocal and action-oriented. They were busy getting after whatever it is they wanted for themselves, their friends, and their generation, and they saw sport as a yardstick for their motivation and energy, and for how they could make a mark in the rest of their lives. Moreover, they saw that sport, particularly through athletes like Colin Kaepernick, had the potential to transcend the field of play and enter the national cultural debate.

疯狂的梦 | Dream Crazy

案例简介：挑战的解释 (投票30%) 在 “Just Do It” 成立30周年之际，耐克希望激发新一代的年轻运动员和年轻人通过运动实现自己的潜力。耐克 (Nike) 是体育运动的第一大品牌，它希望以一种全新的方式将其标志性的理念和路线 “Just Do It” 变为现实，与青年运动员以及整个文化息息相关。 洞察力/突破性思维 (投票30%) 为了激励下一代运动员真正实现他们的潜力，我们想庆祝现在的运动员的例子，尽管他们面临各种各样的障碍，但他们从未放弃自己的梦想-许多人可能认为这种梦想是荒谬的，甚至是疯狂的。因此，我们庆祝真正的运动员，他们忽略了传统思维，从而推动了世界向前发展。而且由于没有哪个运动员比Colin Kaepernick更疯狂，因此我们使他成为整个竞选活动的代言人。 创意 (投票20%) 我们的想法是庆祝 “疯狂的梦想”，以及那些背弃常规的运动员，包括备受争议的NFL四分卫科林·卡佩尼克 (Colin Kaepernick)，他在国歌期间跪下抗议警察的暴行。这一举动引发了全国乃至全世界的辩论，最终激励了数百万人在面对强烈反对的情况下为该品牌辩护。 结果/结果 (投票20%) 这场运动立即引发了全国乃至全世界的辩论。但是，当一些人和新闻网络发起抵制耐克并烧毁他们的鞋子时，数百万人为该品牌辩护，并称赞该运动处于 “历史的正确一边”。该活动使耐克的股价升至历史最高水平，并创造了60亿美元的品牌价值，使其成为该品牌历史上最成功的活动。 陪审团的文化/上下文信息 (150字) 2018年，在美国严重的文化和政治动荡时期，美国的年轻人正在成年。他们意识到他们这一代人面临的所有问题 (社会不公、政治不确定性等)。)，并且既直言不讳，又面向行动。他们忙于追求自己，朋友和一代人想要的一切，他们将体育视为自己动力和精力的标尺，以及如何在余生中留下印记的标尺。此外，他们看到这项运动，特别是通过科林·凯珀尼克 (Colin Kaepernick) 这样的运动员，有可能超越比赛领域，进入全国文化辩论。

疯狂的梦 | Dream Crazy

案例简介：The Interpretation of the Challenge (30% of vote ) For the 30th Anniversary of “Just Do It”, Nike wanted to inspire a new generation of young athletes and youth overall to realize their potential through sport. Nike, the number one sports brand, wanted to bring to life its iconic idea and line, “Just Do It” in a fresh way, relevant to youth athletes as well as culture at large. The Insight / Breakthrough Thinking (30% of vote ) To inspire the next generation of athletes to truly realize their potential, we wanted to celebrate the examples of current athletes who, despite facing obstacles of various sorts, never gave up on their dreams – the sort of dreams many people might think are ridiculous or even crazy. So we celebrated real athletes that have ignored conventional thinking and as a result have pushed the world forward. And because no athlete has dreamed crazier than Colin Kaepernick, we made him the face of the entire campaign. The Creative Idea (20% of vote ) Our idea was to celebrate “Crazy Dreams” and the athletes that have turned their backs on convention including Colin Kaepernick, the controversial NFL quarterback who knelt during the national anthem to protest police brutality. This move ignited debate across the country and throughout the world, ultimately inspiring millions to come to the brand’s defense in the face of backlash. The Outcome / Results (20% of vote) The campaign immediately ignited debate across the country and throughout the world. But while some people and news networks launched a boycott against the Nike and burned their shoes, millions came to the brand’s defense and praised the campaign for being on “the right side of history”. The campaign saw Nike’s stock price rise to an all-time high and created $6 billion in brand value, making it the most successful campaign in the brand’s history. Cultural/Context Information for the Jury (150 words) In 2018, youth in the U.S. were coming of age during a time of deep cultural and political unrest in America. They were aware of all the issues facing their generation (social injustice, political uncertainty, etc.) and were both vocal and action-oriented. They were busy getting after whatever it is they wanted for themselves, their friends, and their generation, and they saw sport as a yardstick for their motivation and energy, and for how they could make a mark in the rest of their lives. Moreover, they saw that sport, particularly through athletes like Colin Kaepernick, had the potential to transcend the field of play and enter the national cultural debate.

暂无简介

疯狂的梦 | Dream Crazy

暂无简介