Nike Find your Greatness
Nike is running “Find Your Greatness,” an advertising campaign focusing on the athletic greatness taking place in the Londons around the world, rather than at the 2012 Olympics in London, UK. Londoners of South Africa, Jamaica, Nigeria, the United States and other countries are showcased in one minute television commercial, as well as a series of sport-specific shorter films, to demonstrate that even if you play far away from the dazzle of the Olympics, your greatness isn’t any less important. The campaign is being promoted with a global Twitter promoted hashtag, #findgreatness, designed to ignite conversation around how athletes everywhere find their own greatness.
The Find Your Greatness 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.
This is Nathan. He is 12 years old. He’s from London, Ohio. Greatness is not beyond his reach, nor is it for any of us.
How do you judge greatness when it comes to gymnastics?
Will you recognize greatness when you see it?
Is greatness in your DNA? Click on the image below to play the Wheelchair Racing video in YouTube (HD)
Do you have to be famous to be great? Click on the image below to play the Wushu video in YouTube (HD)
Is greatness only on TV? Click on the image below to play the Handstand video in YouTube (HD)
Would you fight for greatness? Click on the image below to play the Waterpolo video in YouTube (HD)
Does greatness speak for itself? Click on the image below to play the Skate video in YouTube (HD)
How official does greatness need to be? Click on the image below to play the Sepak Takraw video in YouTube (HD)
Does greatness get handed out? Click on the image below to play the Boxing video in YouTube (HD)
Would you face your fears for greatness? Click on the image below to play the Pogo video in YouTube (HD)
What doesn’t greatness need? Click on the image below to play the Ultrarunner video in YouTube (HD)
Is greatness something you plan? Click on the image below to play the BMX video in YouTube (HD)
What is greatness measured in? Click on the image below to play the Weightlifting video in YouTube (HD)
Is there only one way to greatness? Click on the image below to play the Marathon video in YouTube (HD)
When does greatness stop being scary? Click on the image below to play the Diver video in YouTube (HD)
Who decides who’s great? Click on the image below to play the Baseball video in YouTube (HD)
Is greatness only about overcoming the odds? Click on the image below to play the Basketball video in YouTube (HD)
How big of a stage does greatness need? Click on the image below to play the Rugby video in YouTube (HD)
The Nike Find your Greatness campaign was developed at Wieden + Kennedy Portland by global creative directors Ryan O’Rourke and Alberto Ponte, interactive creative director Dan Hon, copywriter Brock Kirby, senior art director Sezay Altinok, art director Sara Phillips, senior agency producer Erika Madison, co-senior agency producer Jennifer Dennis, executive creative directors Mark Fitzloff and Susan Hoffman, agency head of production Ben Grylewicz.
Filming was shot by directors Lance Acord and Seb Edwards via Park Pictures with executive producer Mary Ann Marino, director of photography Mattias Montero, line producers David Mitchell and Michaela Johnson, production supervisors Jason Groves and Lucy Glyn.
Editors were Robert Duffy and Patrick Murphree at Spot Welders with post producers Patrick McElroy and Carolina Wallace, post executive producer David Glean.
Visual effects were produced at A52 by VFX executive producer Jennifer Sofio Hall, VFX producer Scott Boyajan, 2D VFX artists Paul Yacono, Cameron Coombs and Andy Rafael Barrios.
Tagged: A52, Alberto Ponte, Lance Acord, Lime Studios, Mark Fitzloff, Mattias Montero, Nicholas Wright, Park Pictures, Ryan O'Rourke, Sara Phillips, Search Party Music, Seb Edwards, Spot Welders, Susan Hoffman, Trinitite Studios, W+K London, Wieden+Kennedy