Nike Presents Possibilities
Nike’s latest “Nike Presents” campaign, “Possibilities”, celebrates 25 years of the sports company’s “Just Do It” tag line. A 90 second commercial inspires viewers to push their limits and strive to reach new goals through a variety of playful scenarios featuring basketballer LeBron James, tennis player Serena Williams, FC Barcelona footballer Gerard Pique, boxer Andre Ward and actor Chris Pine, with voiceover by Bradley Cooper. Digital and social media activations help viewers to #justdoit themselves through a series of Nike+ challenges. Viewers can explore their own ‘Possibilities’ through several activations, including Nike+ Running and NikeFuel challenges.
The Challenges feature on the Nike+ Running app enables runners to set a distance goal, invite Nike+ friends to join and race to the virtual finish line. Users can determine the Challenge’s name, mileage goal, time period and participants, and a new chat feature allows friends to encourage each other and share tips throughout the Challenge. Runners can stay motivated by checking the live leaderboard to track progress and see where they rank amongst their friends.
From Aug. 20-Sept. 13, runners using the Nike+ Running app can log their Nike+ miles towards winning a once-in-lifetime running experience, as part of Nike’s crowd-sourced Free Run concept.
The Nike+ digital ecosystem has more than 18 million global members, and anyone who engages in these Challenges will be encouraged to share their activity through the hashtag #justdoit to ultimately help drive participants to realize new possibilities.
nike.com/justdoit includes an opportunity to shop for the products featured in the video, from running, football, basketball, Jordan, tennis, Nike sportswear, training, skateboarding and kids.
Says Davide Grasso, Nike global chief marketing officer: “For 25 years, we’ve been inspiring people to Just Do It. With ‘Possibilities’ we’re taking ‘Just Do It’ to a whole new place, showing people a new way to set goals and think about their own athletic potential, then helping them to achieve those goals through products, services and inspiration.”
The Possibilies ad was developed at Wieden+Kennedy by global creative directors Alberto Ponte and Ryan O’Rourke, executive creative directors Joe Staples and Susan Hoffman, art director Sezay Altinok, copywriter Edward Harrison, agency executive producer Matt Hunnicutt, agency producer Anna Smith, agency associate producer Kirsten Acheson, head of production Ben Grylewicz.
Visual effects were produced at A52 by executive producers Megan Meloth, Jennifer Sofio Hall, VFX producer Scott Boyajan, VFX supervisor Andy McKenna, computer graphics supervisor Kirk Shintani, Massive pipeline technical director Chris Janney, color/lighting lead Ian Ruhfass, Flame artists Andy Barrios, Hugh Seville, Paul Heagney, Steve Wolff, Cameron Coombs, David Parker
Computer Graphics Artists: Adam Carter, Caleb Hecht, Tom Connors, Tim Donlevy, Vivian Su, Joe Chiechi, Wendy Pham, Cody Woodard, Joe Panliagua, Michael Lori, Adam Newman, Andrew Romatz, Shelby Strong.
Colorist was Mark Gethin at MPC.