Everyone is entitled to greatness – it is not the right of the privileged few. Nike has taken this idea and created what could possibly be one of its most iconic campaigns ever.
As the world follows the London 2012 Olympics, and the numbered athletes from each country that have what it takes to be an Olympian – each of us is aspiring for our own moment of greatness. Nike pays tribute to this inherent human spirit of achievement. Of beating the odds. being the best you can be. Without mentioning ‘Olympics’. Only ‘London’. Clever!
Nike’s Find Your Greatness Campaign – Social media and digital channels well utilised
The Nike campaign was led by the “Find Your Greatness” film launched in social media and digital channels on July 25, backed by a YouTube homepage promotion the day after.
The film then went to conventional broadcast with TV spots shown in 25 countries on July 27. The #findgreatness is being promoted globally to encourage conversations around how people everywhere find their own greatness.
The Nike+ digital ecosystem has over 8.5 million members around the world, 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+, according to the official Nike blog.
People engaging in the missions on the online hub of all this activity – nike.com/gameonworld – are encouraged to share their activity and achievements through social media – which is then aggregated on the Nike+ Fuelstream – a dynamic online stream of imagery and consumer comments. Nike’s own social channels @nike, @niketraining, @nikerunning, @nikebasketball, are pitching in to the campaign to engage with fans aiming for greatness and sharing their efforts on social media.
Find Your Greatness Nike Campaign videos in ‘Londons’ around the world
In the “Find Your Greatness” series of videos, you see everyday athletes striving for their personal moments of greatness in places called London – around the world. Journey through “London Gym”, East London in South Africa, Little London in Jamaica, London in Ohio.
The 12-year old ‘Jogger’ Nathan Sorrell has already found greatness with Nike
One of the most endearing videos is of 12-year old Nathan Sorrell (no, not related to Sir Martin Sorrell) from London, Ohio. He is already starting to find greatness with media attention after this ad hit the social streams.
Now this is truly a campaign that has legs – one that has been successfully and powerfully applied across countries, situations, age groups, sports. What’s really interesting we find is that Nike is not an ‘official’ brand at the Olympics. Therefore, they cannot mention ‘Olympics’ in their ads. But that hasn’t stopped them to go ahead to ‘Just Do It’ any way – to take the keyword ‘London’ and turn greatness around its head.
Watch the ads below and listen to the script, the carefully chosen words about no need for big stadiums, official uniforms or even an audience to strive for greatness.
It must have been a challenging brief for Wieden + Kennedy, Portland, to ride on the Olympics passion yet never mention it. And they’ve done it quite well. Bravo!
Watch Nike ‘Find Your Greatness’ videos and read the copywriting and scripts
Nike: Find Your Greatness. — Soccer
If we think greatness is supposed to look a certain way and act a certain way and play a certain way, we certainly need to rethink some things.
Nike: Find Your Greatness. — Diver
Greatness is a scary thing. Until… it isn’t.
Nike: Find Your Greatness. — Baseball
Some people are told they were born with greatness. Some people tell themselves.
Nike: Find Your Greatness. — Wushu
If you’d like to tell the guy with the sword he’s not great because he’s not famous, be my guest.
Nike: Find Your Greatness. — Weightlifting
Some measure greatness in precious metals. Like iron.
Nike: Find Your Greatness. — Pogo
If we face our fears, it means we are pointed in the right direction. Even if that direction is upside down.
Nike: Find Your Greatness. — Handstand
It’s easy to think greatness is something you see on TV. Unless of course, greatness is… watching TV
Nike: Find Your Greatness. — Skate
Greatness speaks for itself. Once it learns to talk.
Nike: Find Your Greatness. — Sepak Takraw
You don’t need an official court, an official net, or official uniforms to be officially great.
Nike: Find Your Greatness. — Gymnastics
Greatness is not always measured in tenths of a point. It’s a bit bigger than that.
Nike: Find Your Greatness. — Basketball
Sometimes greatness is about overcoming insurmountable adversity. Sometimes it’s just fun.
Nike: Find Your Greatness. — Marathon
Is it speed or endurance? Does it happen in two hours, or four, or six? Is it finishing strong or barely finishing? Yes.
Nike: Find Your Greatness. — Wheelchair Racing
Greatness is not born. It’s made.
Nike: Find Your Greatness. — Waterpolo
Is greatness worth fighting for? What do you think?
Nike: Find Your Greatness. — Boxing
If greatness doesn’t come knocking at your door, maybe you should go knowck on its door.
Nike: Find Your Greatness. — BMX
Sometimes greatness is something you plan. But most of the time, it’s just something you try.
Nike: Find Your Greatness. — Rugby
It’s not the biggest stadium in the world. Not the biggest players either. But the pursuit of greatness is kind of big enough.
Nike: Find Your Greatness. — Ultrarunner
Greatness needs a lot of things. But it doesn’t need an audience.
Nike: Find Your Greatness. — Jogger (Again – because we love it!)
Greatness is just something we made up.
Somehow we’ve come to believe
that greatness is a gift
reserved for a chosen few.
For prodigies. For superstars.
And the rest of us can only stand by watching.
You can forget that.
Greatness is not some rare DNA strand.
It’s not some precious thing.
Greatness is no more unique to us than breathing.
We’re all capable of it.
All of us.
Copywriting and scripts for Nike’s Find Your Greatness Campaign – outstanding!
The ads have been well shot and well thought out. What we really like at CopywriterJournalist.com is the narration – the copywriting. The words!
“If you have a body, you’re an athlete”
“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.”
CopywriterJournalist.com Award Prediction for Nike Find Your Greatness Campaign
We see this campaign being listed as one of the top campaigns of London 2012 Olympics for sure. It should make it to the top campaigns of the year 2012. We also see this campaign winning in Integrated, Copywriting, Activation, Online, Digital categories.
With digital and social campaigns, and speciially as this one is riding on the Olympics wave with multiple social channels, we believe this canpaign will be able to show well-tracked ROI and engagement numbers – and therefore would be a strong contender for effectiveness awards too, in addition to winnning metal for creativity and campaign thinking.
We’d love to hear from you in the comments? Did you like the campaign? Which one is your favourite spot? Have you worked on this campaign or responded to it? Let us know in the comments…
Campaign Credits
Agency: Wieden + Kennedy, Portland
Production: Park Pictures
Country: United States of America
Director: Seb Edwards
Director: Lance Acord
Executive Creative Director: Mark Fitzloff
Executive Creative Director: Susan Hoffman
Creative Director: Ryan O’Rourke
Creative Director: Alberto Ponte
Interactive Creative Director: Dan Hon
Copywriter: Brock Kirby
Art Director: Sara Phillips
Senior Art Director: Sezay Altinok
Executive Producer: Mary Ann Marino
Senior Agency Producer: Jennifer Dennis
Head of Broadcast: Ben Grylewicz
DoP: Lance Acord
DoP: Mattias Montero
Senior Agency Producer: Erika Madison
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
About Farrukh Naeem at www.copywriterjournalist.com