February saw the launch of a new female focused Nike campaign in Italy called ‘Nulla Puo Fermarci / Stop At Nothing’ (part of its ongoing Dream Crazy initiative) fronted by Paralympic Fencer Beatrice Vio.
The film not only features the Italian Paralympic fencer Vio, but she also provides the ad’s voiceover which opens with the line: ‘They said it was crazy. But if you stop at nothing, even a crazy dream is possible.’
The fast paced spot rapidly cycles through a series of women’s athletic performances of all types – from fencing and football, to freestyle, basketball, tennis, track and biking – with powerful and sharp transitions
It closes with Vio typing ‘Stop At Nothing’ with a prosthetic hand and then the long-running ‘Just do it’ Nike tagline.
The spot is supported across the brand’s usual digital and social channels and content is linked by the hashtags #StopAtNothing #JustDoIt and drives viewers online to https://nike.com/nullapuofermarci
The campaign, developed in harness with creative agency W+K London and directed by Georgia Hudson, aims to encourage and inspire viewers to ‘Stop at Nothing’ and it acts as a rallying cry for female athletes from around the world.
The Wieden+Kennedy London agency team included creative directors Paddy Treacy and Mark Shanley, creatives Mico Toledo, Juan Sevilla and Tomas Coleman, Italian copywriter Matt Major, ECDs Tony Davidson and Iain Tait, group account directors Ryan Fisher, Clare Pickens, Amber Martin, account director Holly Baker-Cliff, account executive Matt Whiteside, planning director Paula Bloodworth, TV producer Tom Dean and TV production assistant Jasper Ford.
The production company was Park Pictures, the director Georgia Hudson, with executive producers Stephen Brierley and Sophie Hubble, line producer Annabel Ridley and DoP Albert Salas.
The editorial company was Stitch, the VFX company was Time Based Arts and music and sound was by 750MPH.
Comment:
This visually impressive and raw new Italian spot, with a distinctly combative edge, is the latest in Nike’s ongoing global ‘Dream Crazy’ brand platform: which debuted back in late 2018 and was initially and famously fronted by Colin Kaepernick (see case study).
Links:
https://www.facebook.com/nike/
https://www.instagram.com/nike
https://www.youtube.com/user/nike
Wieden & Kennedy London
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