Hasta La Creative!

W+K Portland launched a new campaign for Nike, promoting women’s fitness and sports, entitled “Better For It.”

The campaign kicked off with the 60-second spot “Inner Thoughts,” which made its broadcast debut Sunday during the MTV Movie Awards. As the title suggests, the ad follows the inner monologue of a group of women as they battle their own doubts and insecurities. Around halfway through the spot is a turning point, where the women overcome these difficulties and find the will to succeed, whether that means completing a half marathon or just completing a workout at the gym. The spot ends with the “Better For It” tagline, which noticeably stands in for the ubiquitous “Just Do It” in this campaign. “Inner Thoughts” has already struck a chord with viewers online, totaling over one million views on YouTube since being uploaded two days ago.

“Better For It” acknowledges the significance of Nike’s women’s apparel, which has traditionally taken a back seat in the company’s marketing, but which Digiday notes overtook its men’s business in the latest quarterly earnings report. In addition to “Inner Thoughts,” the brand has released a series of online videos extending the campaign, along with social efforts built around the “#betterforit” hashtag.

“#betterforit realizes that young women are already active and interested in fitness, but that doesn’t make the mountaintop any less daunting,” Kerri Hoyt-Pack, Nike’s vice president of brand marketing, NikeWomen/Women’s Training, told Digiday. “It is more than a hashtag; it’s a call to action, realizing that new challenges are beneficial to who you are, no matter what the outcome is.”

Credits:

Client: Nike
Project: “Better For It”

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte / Ryan O’Rourke / Dan Viens
Copywriter: Heather Ryder / Darcie Burrell
Art Director: Patty Orlando
Producer: Molly Tait / Julie Gursha
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Jocelin Shalom
Strategic Planning: Tom Suharto / Irina Tone
Media/Comms Planning: Emily Dalton / Destinee Scott / Emily Graham
Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business Affairs: Anna Beth Nagel
Executive Creative Directors: Mark Fitzloff / Joe Staples

Production Company: Iconoclast
Director: Matthew Frost
Executive Producer: Charles-Marie Anthonioz
Line Producer: Caroline Pham
Director of Photography: Darren Lew / Joost Van Gelder

Editorial Company: Rock Paper Scissors
Editor: Angus Wall (“Inner Thoughts” :60 and :30) / Grant Surmi (:30/:15s)
Post Producer: Jared Thomas
Post Executive Producer: Angela Dorian

VFX Company: A52
VFX Supervisor: Jesse Monsour
Flame Artist: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
VFX Producer: Jamie McBriety
Color: Paul Yacono

Music Supervision: Nylon Studios
Artist: Apollo 100
Track: Joy
Sound Designer: Barking Owl

Mix Company: Lime Studios
Mixer: Matt Miller / Dave Wagg
Producer: Jessica Locke / Susie Boyajan

In “Ripple,” the latest Nike Golf ad, we witness the journey of a way-back-when Rory McIlroy, following the career of his idol, Tiger Woods.

The young boy watches Woods play, puts his posters up in his room, and experiences his own victories and losses as he plays the game himself. The film culminates with a scene of current-day superstar McIlroy teeing off after Woods at the start of a round.

Created by Wieden + Kennedy, the spot is lovely and inspirational. It’s also not the first time McIlroy and Woods have appeared in a Nike Golf ad together. This follows the funny and very popular “No Cup Is Safe” spot from 2013, although with a completely different tone.

After signing McIlroy, 25, to a five-year contract in 2013, it’s clear Nike wants to position him as the heir to Woods, 39. And McIlroy is showing signs of living up to that hype—he’s won four majors now, though of course it’s a long way from Woods’ 14.

“It’s been an incredible journey for me, going from massive fan to competitor,” McIlroy said in a statement. “To think that not too long ago I was that little boy watching him on TV to where I am now. It’s been a cool journey and I’m very lucky I get to compete with and against him, because he inspired me as a kid and he inspires me now. He’s the best player I’ve ever seen.”

CREDITS
Client: Nike Golf

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning: Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Business Affaires: Dusty Slowik
Project Management: Nancy Rea
Executive Creative Directors: Joe Staples / Mark Fitzloff
Head of Production: Ben Grylewicz

Production Company: Biscuit Filmworks
Director: Steve Rogers
Executive Producer: Holly Vega
Line Producer: Vincent Landay
Director of Photography: Nicolas Karakatsanis

Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Post Producer: Leslie Carthy
Post Executive Producer: Patty Brebner

VFX Company: The Mill
VFX Supervisor: Tim Davies
Flame Artist:
VFX Producer: Will Lemmon
Titles/Graphics:

Composer: Ludovico Einaudi
Song (if applicable): Nuvole Bianche

Digital/Interactive:
Agency: Wieden + Kennedy, Portland, Ore.
Creative Director: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning: Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Executive Creative Directors: Joe Staples / Mark Fitzloff
Agency Executive Producer: Ben Grylewicz
Digital Designer: Rob Mumford
Exec Interactive Producer: Patrick Marzullo
Content Producer : Byron Oshiro
Broadcast: Jeff Selis
Art Buying: Amy Berriochoa
Photographer: Luke Delong

W+K Tokyo launched the final spot in its “Re:RUN” campaign for Nike Women’s in Japan, entitled “The Finish Line.”

The new spot concludes the story of three women who dropped out of the Nagoya Women’s Marathon but decided, with the help of Nike, to try again. Nike developed custom training programs for each of the three women in the campaign with its professional trainers and followed the women over the course of two months as they prepared for this years marathon. “The Finish Line” follows the women as they face their past failures and once again compete in the Nagoya Women’s Marathon. Unsurprisingly, it has a rather happy ending. W+K Tokyo and Nike also covered the women’s race days on social media, so those following the campaign will hardly be surprised to learn that Nao, Natsumi and Kana all finished the race.

Credits:

W+K TOKYO
Executive Creative Directors: Mike Farr, Tota Hasegawa
Creative Director: Adam Koppel
Art Director: Matt Moore
Copywriter: Charlie Gschwend, Asami Yamashita
Designer: Ayano Takase
Planner: Maria Correa
Translator: Fumie Itake
Agency Producer: Kana Wakabayashi
Agency Assistant Producer: Masataka Odaka
Account Director: Ryan Johnson
Account Supervisor: Ai Kawasaki
Account Coordinator: Chihiro Sasaki

FILM PRODUCTION
PRODUCTION COMPANY:???? ???????GunsRock inc.?
Director: ?????Yasuhito Tsuge?
Director: ????Takashi Koyama?
Producer: ?????Takeshi Matsutomo?
Production Manager: ????Yuu Banba?/ ?????Kenji Tanimoto?/?????Ryuta Nagano? ????Tatsuya Tsuji?/????Kaoru Tanaka?
Director of Photography: ????Jin ito?/ ???????Yoshitaka Murakami?
Steady camera: ?????Hisataka Ueda?
Mixer: ?????Shuji Komaki?
Off Line editor: ?????Yoshitaka Honda?/ ?????Nobuo Mita?
Colour Correction: ?????Hiroyasu Tsurukawa?
CAST:?? ?? (Nao Harada), ?? ?? (Natsumi Kozato),  ?? ?? (Kana Murata)

Tiger Woods has been having a rough time for about half a decade. He’s been stuck on 14 major championships since 2008, but it’s good to know he can poke a little fun at himself.

Tiger gives his pursuit of No. 15 a quick, humorous mention in this very entertaining Nike Golf spot from Wieden + Kennedy, which also stars Rory McIlroy, Michelle Wie, Charles Barkley and Bo Jackson (who utters a certain familiar phrase from an old, old, old W+K campaign for Nike). Comedian Keegan-Michael Key provides the voiceover.

The ad, for Nike’s Vapor driver, takes a humorous look at why golfers of all skill levels might want to change their driver.

CREDITS
Client: Nike Golf
Project: There’s Always Better

—TV
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning: Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Business Affaires: Dusty Slowik
Project Management: Nancy Rea
Executive Creative Directors: Joe Staples / Mark Fizloff
Head of Production: Ben Grylewicz

Production Company: Biscuit Filmworks
Director: Steve Rogers
Executive Producer: Holly Vega
Line Producer: Vincent Landay
Director of Photography: Nicolas Karakatsanis

Editorial Company: Joint Editorial
Editor: Matthew Hilber,
Post Producer: Leslie Carthy
Post Executive Producer: Patty Brebner

VFX Company: The Mill
VFX Supervisor: Tim Davies
VFX Producer: Will Lemmon

Music+Sound Company: Barking Owl

—Digital/Interactive

Agency: Wieden + Kennedy, Portland, Ore.
Creative Director: Chris Groom / Stuart Brown
Copywriter: Brock Kirby
Art Director: Derrick Ho
Producer: Jeff Selis
Interactive Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade / Brandon Thornton
Media/Comms Planning: Alex Dobson / Jocelyn Reist
Account Team: Alyssa Ramsey / Rob Archibald / Heather Morba / Ramiro Del-Cid
Executive Creative Directors: Joe Staples / Mark Fitzloff
Agency Executive Producer: Ben Grylewicz
Digital Designer: Rob Mumford
Exec Interactive Producer: Patrick Marzullo
Content Producer : Byron Oshiro / Sarah Gamazo
Broadcast: Jeff Selis
Art Buying: Amy Berriochoa
Photographer: Henrique Plantikow
Interactive Studio Artist: Adam Sirkin, Oliver Rokoff

A week into 2015, Nike says yes, it is hard at work on the self-lacing shoes that were introduced in 1989’s Back to the Future II—arguably the best movie in the trilogy.

If this sounds familiar, the company did a short run of the shoes—known as the Nike MAG—in 2011, auctioning them off on on eBay. Those shoes, however, were missing the crucial power laces. This time, Nike isn’t messing around—the shoes will have power laces, Nike innovation chief Tinker Hatfield told a trade show on Monday.

The release date, pricing and distribution information were not made public, and Hatfield noted that there are “11 and two-thirds months left in 2015.” So, it might be a while yet.

“I don’t even know if everyone at Nike realizes just how much demand there is for this shoe,” Matt Halfhill, publisher of the sneaker blog NiceKicks, told Mashable.

How could the company not know? We’d bet Nike has been waiting until 2015 to release it, using nostalgia to market the shoe.

Nike has a habit of picking its players up—with tribute ads—after major injuries. The brand did so with Kobe Bryant in 2013, and it has now released the inspiring ad above for Paul George following his gruesome leg injury a week ago.

The theme of the Wieden + Kennedy ad is the dreadful uncertainty—short term and long term—that followed George’s open-leg fracture. But the final lines of the ad put the 24-year-old Indiana Pacers star firmly on the path to recovery.

“Without the setbacks, the comebacks aren’t as sweet,” the brand wrote on Twitter. George hasn’t acknowledged the ad directly, but on that score, he certainly seems to agree.

Thanks everybody for the love and support.. I’ll be ok and be back better than ever!!! Love y’all!! #YoungTrece

— Paul George (@Paul_George24) August 2, 2014

Nike doesn’t want Brazil to linger on its loss in the World Cup. Instead, the brand’s new ad aimed is aimed at pumping up the passionate nation of sports fans for their next global event: the 2016 Olympics.

“Tomorrow Starts Now” is a beautiful tribute to the outstanding athleticism of a country whose chances at glory were abruptly and embarrassingly snuffed out by a 1-7 World Cup loss to Germany.

But instead of trying to tend the wounds of Brazil’s futebol fan base, Nike is instead looking ahead to the many events where the country is expected to do well when the world returns to Rio de Janeiro’s for the next Summer Games.

The spot from Wieden + Kennedy São Paulo is a solid minute packed with diverse talent like track athlete Ana Claudia Lemos, beach volleyball siblings Clara and Carol Salgado, basketball players Leandrinho and Anderson Varejão, and Yane Marquez, a bronze medalist in the modern pentathlon at the London Olympics.

As usual, Nike is on top of its game, finding those perfect moments that celebrate the unparalleled power of the world’s best athletes. It’s also a moving reminder that the soul of sport lies not in winning, but in the passion it takes to keep going after a defeat. You can make it, Brazil. You can get past this.

Vai ser difícil para a Nike superar a si mesma depois de Winner Stays, mas a marca continua colocando em prática algumas ideias bem divertidas, em tempos de Copa do Mundo. Agora, em seu canal no YouTube está no ar uma trinca de comerciais estrelada por  Wayne Rooney, Alex Oxlade-Chamberlain e Jack Wilshire, que confere ao futebol da campanha #Risk Everything um tratamento mais gamer.

Desta vez com criação da Wieden+Kennedy de Londres, a ideia aqui é mostrar os obstáculos que surgem para estes jogadores a caminho do gol. Vale o play.

Post originalmente publicado no Brainstorm #9
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Deixa eu te contar qual a parte que eu mais gosto do meu trabalho. Eu sou louco por desconstruir ideias, a versão mental de abrir aquele brinquedo para ver como ele é feito (ainda bem que não preciso remontar depois antes que meus pais percebam que eu quebrei tudo). Se eu vejo alguma campanha e rola aquele arrepiômetro de “é isso!” eu preciso saber o que é esse isso. Eu faço assim com filmes, séries, livros e sim, com campanhas publicitárias. Já fiz jobs que foram um sucesso e que depois descobri que foram sucesso por motivos diferentes do que eu tinha pensado quando o concebi. Em outras palavras, dei sorte e preciso aprender como não precisar contar com a sorte da próxima vez. Desmontando as coisas eu ganho pecinhas mentais para construir as próximas.

Essa nova campanha de Nike pra ~Copa do Mundo~, “Winner Stays”, causou isso em mim quando foi lançada ontem e cá estou eu aqui, numa manhã de sábado, inclinado em cima do computador tentando botar as peças de volta no lugar. Em 2010 nossas cabeças foram explodidas com “Write de Future”, uma história que saiu do celeiro do Sr. Wieden e do Sr. Kennedy para coisas épicas. Em 2010, “Write the Future” era a melhor maneira de falar sobre o momento máximo do futebol e, chegando 2014, todo mundo que trabalha com isso queria ver-na-Copa: qual vai ser o “próximo Write the Future”. Taí ele.

Winner Stays é sobre a era das redes sociais sem ficar se preocupando no que “funciona na xoxal media”.

“Write the Future” era a Nike dizendo “Eu sou foda, eu patrocino os jogadores mais fodas do mundo e chegou o momento mais épico de eles decidirem como vai ser a vida deles: aquele campeonato que a gente não pode dizer o nome porque quem patrocina é meu concorrente.” Essa história fala muito com o moleque-boleiro que respira futebol o tempo todo — o principal target da Nike em futebol — e também se aplica à vida de qualquer um. Cada momento é decisivo, cada decisão certa e errada muda toda a história da sua vida. Tenha medo. Brilhe. Quando em novembro do ano passado eu vi o meu xará pegar a bola quase no meio de campo e, sozinho, classificar Portugal pra Copa na hora me veio “Write the Future” na cabeça.

Na Copa de 2010 não tinha Instagram nem Snapchat. O orkut ainda era líder no Brasil, Twitter era coisa da alta social media, o iPhone tinha sido lançado 3 anos antes

A chave para entender “Winner Stays” é contrastá-lo com “Write the Future”, que era sobre superstars fazendo superstarzices. A gente era só a torcida vendo o jogo pela TV. Agora é outra parada.

“Pô, Cris, mas o que o telefone celular tem a ver com um comercial onde um monte de gente joga bola? Quero fumar o que você fumou.” O mobile mudou a maneira como a gente se vê. Com a dobradinha redes sociais + mobile o foco virou totalmente para as pessoas que importam, nós e nossos amigos. Literalmente: se antes a câmera apontava pro mundo agora celular bom tem que vir com câmera que olha pra gente. Eu, eu, eu e meus parça junto.

Em 2009 escrevi um texto profetizando que as redes sociais iam acabar com o conceito de celebridade, que nós íamos ser as celebridades, cada pessoa do planeta sendo estrela pros nossos amigos. Eu confesso que até pouco tempo eu andava deprê com esse post, choramingando por aí que tinha errado na previsão, o cachê do Luciano Huck sambando na minha cara. Agora me parece que as coisas estão mudando sim. O Instagram, por exemplo, é a rede das fotos hipsters, dos ângulos bem sacados, das texturas orgânicas, dos pezinhos vestindo All-Star vistos de cima, certo? Errado, esse é o seu Instagram e o meu.

Pegue uma amostragem real de pessoas e o que você vai ver no Instagram é gente. Rostos, selfies, amigos, galera, the zuera never ends. Se o Instagram é feito de momentos estes momentos estão recheados de pessoas. É para isso que elas usam suas câmeras, para falar das outras pessoas à sua volta. A chave para entender “Winner Stays” é contrastá-lo com “Write the Future”, que era sobre superstars fazendo superstarzices e dando pra molecada a mensagem de que “você pode ser esse cara, é só escrever seu futuro”. A gente era só a torcida vendo o jogo pela TV. “Winner Stays” é outra parada.

Winner Stays é a propaganda máxima da era do selfie.

Em vez de ficar tentando fazer “o que funciona no mundo xoxal”, a Nike foi na essência do que é vivermos num mundo conectado

Post originalmente publicado no Brainstorm #9
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Voici le nouveau film de Nike « Winner Stays », deuxième partie de la campagne football 2014 Risk Everything avec Cristiano Ronaldo, Neymar et Wayne Rooney. Tous sont rejoints par une équipe de superstars du football ainsi que par des invités de marque. Plus de détails et la vidéo dans la suite.