Nike has positioned itself as the supporter of non-elite athletes in this new campaign which cheekily challenges its main rival, adidas’ role as official sponsor of the London 2012 Olympics.
The centre piece of the campaign is a "Find Your Greatness" film, from Wieden + Kennedy, that breaks through social media and digital channels on July 25, supported by a global YouTube homepage promotion on July 26. The campaign is elevated by a global Twitter #findgreatness promoted hashtag to ignite conversation around how athletes everywhere find their own greatness. The film will then appear on TV in 25 countries on July 27.
The film shows everyday athletes from around the world training, playing and competing, with the common thread that the locations featured are all called London. We first join a scene at "London Gym" where a man pumps out crunches during a workout, then go to a rugby match in East London, South Africa, where a boy breaks the line handing off a larger opponent.
In Little London, Jamaica, a female boxer works the pads with consummate skill and precision. In London, Ohio, we see a close up of a focused young baseball player catch the ball and throw it to first base in one seamless action. While each athlete defines their own goals and success, they are all connected by a unifying sense of what greatness could be to them.
"The idea behind 'Find Your Greatness' is simply to inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level," said Greg Hoffman, Nike VP of Brand Design & Communications. "Nike’s co-founder Bill Bowerman said, 'If you have a body you're an athlete,' and that's a really compelling insight for all athletes as we celebrate great sporting moments this summer."
As the athlete stories unfold, the film voiceover emphasizes that greatness is not simply reserved for the superstar athlete, but is inherently a part of what we can all aspire to and achieve. Whether that means finishing a first marathon in London, Canada, or a female Muslim team sharing a celebratory huddle on a soccer pitch at London School, Qatar, or passing under London Bridge over Lake Havasu, Arizona, in the heat of a first triathlon.
As "Find Your Greatness" seeks to inspire everyone in their own personal achievements, the Nike’s various training apps are positioned as the tools that enable everyday athletes everywhere to measure their performance and motivate themselves to do more.
The Nike+ digital ecosystem has over 8.5 million members globally, and Nike is creating a series of digital missions through Nike+ to motivate people, including a "Greatness is Ours" mission that aims to make August 12 the most active recorded day ever through Nike+.
People who engage in the missions will be encouraged to share their activity and achievements through social media and this will then be displayed on the Nike+ Fuelstream -- a dynamic online stream of imagery and consumer comments. They will also be elevated through Nike’s own social channels @nike, @niketraining, @nikerunning, @nikebasketball, which will encourage users with @ replies and motivation, and ultimately help stimulate and drive users to achieve their greatness.
The hub for this is nike.com/gameonworld – a motivational online destination to share progress and success.
Director: Seb Edwards
Director: Lance Acord
Creative Director: Ryan O'Rourke
Creative Director: Alberto Ponte
Executive Creative Director: Mark Fitzloff
Executive Creative Director: Susan Hoffman
Interactive Creative Director: Dan Hon
Copywriter: Brock Kirby
Art Director: Sara Phillips
Senior Art Director: Sezay Altinok
Executive Producer: Mary Ann Marino
Head of Broadcast: Ben Grylewicz
DoP: Lance Acord
DoP: Mattias Montero
Senior Agency Producer: Erika Madison
Senior Agency Producer: Jennifer Dennis
Line Producer: David Mitchell
Line Producer: Michaela Johnson
Production Supervisor: Jason Groves
Production Supervisor: Lucy Glyn
Editorial Company: Spot Welders
Editor: Robert Duffy
Editor: Patrick Murphree
Post Producer: Patrick McElroy
Post Producer: Carolina Wallace
Post Executive Producer: David Glean
Assistant Editor: Patrick Murphree
VFX Company: A52
VFX Executive Producer: Jennifer Sofio Hall
VFX Producer: Scott Boyajan
2D VFX Artist: Paul Yacono
2D VFX Artist: Cameron Coombs
2D VFX Artist: Andy Rafael Barrios
Composer: Great Jones
Composer: Nicholas Wright
Music Producer: Sara Matarazzo
Music Producer: Search Party Music
Sound Designer: Brian Emrich
Mix Company: Lime Studios
Mixer: Sam Casas
Mixer: Loren Silber
Mixer: Dave Wagg
EP: Jessica Locke