Nike - Dream Crazy (case study)

"Don't ask if your dreams are crazy. Ask if they're crazy enough." Nike took a real, actual stand when it stood by controversial football player Colin Kaepernick in a powerful tweet and a subsequent two-minute film featuring the message, "Believe in something, even if it means sacrificing everything".
The move dropped Nike into the center of a cultural storm, but ultimately changed the marketing conversation and helped to propel sales, earning the brand several major awards. The overall "Dream Crazy" effort, which highlights how athletes have made their unbelievable aspirations a reality through hard work, perseverance and defiance, is part of the brand’s 30th anniversary celebration of the "Just Do It" tagline. After three decades, it never felt fresher.
TOP AWARDS
• Cannes Lions 2019: Outdoor Grand Prix + Entertainment For Sport Grand Prix.
• D&AD 2019: Black Pencil.
• One Show 2019: Best Of Show, Creative Effectiveness Grand Prix, Integrated Grand Prix, Print & Outdoor Grand Prix, Social Media Grand Prix.
• Cannes Lions 2021: Creative Effectiveness Grand Prix.
...
CREDITS
• Client: Nike.
• Agency: Wieden + Kennedy, Portland.
• Production: Park Pictures, Los Angeles.
• Post-production: Joint Portland, A52 Santa Monica, Company 3 Santa Monica.
• Music & sound production: Walker Music Santa Monica, Joint Editorial Portland.
• Creative directors: Alberto Ponte, Ryan O'Rourke, Chris Groom, Antony Goldstein.
• Art directors: Sara Phillips, Aramis Isreal, James Moslander, Lee Jennings, Brandon Mugar.
• Writers: Dylan Lee, Alex Romans, Kevin Steele, Adam Tetreault, Caio Mattoso, Sheena Bradley, Myles Brown.
• Strategists: Nathan Goldberg, Andy Lindblade.
• Account team: William Frazier, Andre Gustavo, Luiza Prata Carvalho, Mike Waywell.
• Creative team: Tim Bell, Maureen Doyle, Liliya Dru, Frazer Goodbody, Denise Hanggi, María Hernández, Kristin Holder, Rob Mumford, Cathy Ormerod, Zilla Peoples, Beth Schenemann, Shani Storey, Saskia Thomson, Brian Troyer, Tedi Tsuruda, Alicia Willett, Mitch Wilson, Kristy Faris, Trevor Schulte, Dylan Sylwester, Mike Bettinardi, Joseph Brattesani, James Buongiorno, Michael Cardenas, Joe Chiechi, Kim Christensen, Bryan Cox, Brendan Crockett, Enid Dalkoff, Stefan Gaillot, Shahana Khan, Jesse Monsour, Patrick Murphy, Patrick Nugent, Joe Paniagua, Michael Plescia, Andrew Rosenberger, Gabe Sanchez, Brad Scott, Kirk Shintani, Michael Steinmann, Kevin Stokes, Mike Vaglienty, Sofie Borup, Alexandra Lubrano, Ashley McKim, Dustin O'Halloran, Danielle Soury, Ben Tomastik
• Editors: Lauren Dellara, Peter Wiedensmith
• Directors : Emmanuel "Chivo" Lubezki, Lance Acord, Christian Weber.
• Designers: Joan Comellas, Alicia Kuna.
• Producers: Shelley Eisner, Jake Grand, Candice Harbour, Kacey Klonsky, Emily Knight, Katie McCain, Anne Bobroff, James Graves, Caroline Kousidonis, Gabrielle Yuro, Kathleen Russell, Susie Boyajan.
• Executive producers: Matt Hunnicutt, Krystle Mortimore, Scott Howard, Jackie Kelman Bisbee, Leslie Carthy, Sara Matarazzo, Stephanie Pigott.
• Sound designers: Natalie Huizenga, Noah Woodburn, Rohan Young.
• Programmers: Ryan Craven, Reme DeBisschop, Geoff Scoones, Daniel Sheniak, Graham Wallace, Vivian Zhang.

[@ericakhumalo]

chills!🤍

[@roman_maslennikov]

Gooood job 🔥🔥🔥💪🏿

[@Buzzoit]

Any press is good press?

[@isaiahharris3185]

#WeNeedMoreLoveThisWorld #WeAllBleedTheSame #ColinKapernick #EricReid #LoveOverHate

[@melodyheart3407]

cool...

[@slaveworkwork6693]

3 comments, only one visible... hmmm

[@Psidawg]

lol

[@He.Who.Shall.Remain.Genderless]

Just don't buy it.

[@priya...3829]

🙄

[@markmartin2560]

#JustDoitChallenge
Mark Anthony Martin
I am going through this process with my life.
All in or I am not in this at all.

[@hanlei2658]

卜咖↙d讲：叉试：少：√↗些一：缚乃串缚泽一只↗。“厂冰

[@sneedsfeed757]

Nike just consoom it.Overpriced and trashy shoes just like every other brand

[@MrDasource411]

the 5 haters
TRUMP
TRUMP
TRUMP
TRUMP
TRUMP
5 USED DIFFERENT PHONES...

[@reyesfamily7464]

BUT DOES HE HAVE A JOB WITH THE NFL???? No. Lesson: Don’t Bite The Hand That Feed YOU!

[@NoemiRoig]

Nike feed him too...

[@nanziepelagiezaouolou2072]

@@NoemiRoig il n'avait pas meilleur réponse je t'aime toi

[@UCxcRAwlfb7ozS7ZHtmUqonw]

Such a cheap advertising campaign compared to the other Cannes Lions winners, no change made, no creativity involved, simply a public stance with some numbers to pretend it had impact

[@JonBernard41]

"...pretend"
You just announced yourself, bigot.

[@Sommervillle]

Why are you attempting to talk on creatively when you don’t have a creative bone in your fking body? You absolute joke.