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梦疯狂
案例简介:背景 为了庆祝 “Just Do It” 30周年,耐克希望激励新一代年轻运动员和青少年通过运动实现他们的潜力。耐克,头号运动品牌,想以一种全新的方式将其标志性的理念和路线 “只管去做” 变为现实,与青年运动员以及整个文化相关。 描述创意 (30% 的选票) “梦想疯狂” 运动庆祝了那些推动运动向前的运动员,从像瑟琳娜 · 威廉姆斯和勒布朗 · 詹姆斯这样家喻户晓的名字,到一个梦想在高中足球队打后卫的女孩。这场运动由科林 · 卡佩尼克领导,这位有争议的美国橄榄球联盟四分卫在国歌响起时牺牲了他的梦想,为了一个更大的四分卫而跪下,抗议警察的暴行 -- 整件事都是通过一个社交媒体帖子发起的。 描述策略 (20% 的选票) 为了激励下一代运动员 “疯狂做梦”,我们庆祝真正的运动员忽视了传统思维,并因此推动了世界向前发展。因为没有运动员比科林 · 卡佩尼克更疯狂,我们让他成为整个竞选活动的代言人,并利用他的社交渠道向世界有机地、真实地宣布这一点。 描述执行情况 (20% 的选票) 这场运动始于科林 · 卡佩尼克的一条推文,时间就在美国橄榄球联盟赛季开始前几天,在我们推出这部2分钟的电影之前。这立即被世界媒体接受,为竞选的其余部分奠定了基础。然后,我们用广告牌和海报覆盖美国各地的主要城市,庆祝我们的运动员,包括特定地点的处决。例如,在旧金山放置了一个Colin Kaepernick广告牌,而在Compton,California (她的家乡) 竖立了一个Serena Williams广告牌。 列出结果 (30% 的选票) 这场运动立即引发了全国和全世界的辩论,凯珀尼克的推特成为团结的象征,名人、运动员、政治家和粉丝都有。当一些人抵制耐克并烧掉他们的鞋子时,数百万人前来为该品牌辩护,称赞该运动处于 “历史的正确一面”。该活动见证了耐克股价升至历史最高水平,并创造了60亿美元的品牌价值,使其成为该品牌历史上最成功的活动。
梦疯狂
案例简介:Background For the 30th Anniversary of “Just Do It”, Nike wanted to inspire a new generation of young athletes and youth overall to realize their potential through sport. Nike, the number one sports brand, wanted to bring to life its iconic idea and line, “Just Do It” in a fresh way, relevant to youth athletes as well as culture at large. Describe the creative idea (30% of vote) The “Dream Crazy” campaign celebrated athletes who pushed their sports forward, from household names like Serena Williams and LeBron James, to a girl who dreamed of playing linebacker on a high-school football team. The campaign was led by Colin Kaepernick, the controversial NFL quarterback who sacrificed his dream for an even bigger one when he knelt during the national anthem to protest police brutality—and the whole thing was launched with a single social media post. Describe the strategy (20% of vote) To inspire the next generation of athletes to “dream crazy”, we celebrated real athletes that have ignored conventional thinking and as a result have pushed the world forward. And because no athlete has dreamed crazier than Colin Kaepernick, we made him the face of the entire campaign and used his social channels to organically and authentically announce it to the world. Describe the execution (20% of vote) The campaign started with a tweet from Colin Kaepernick, timed just days before the launch of the NFL season where we before we launched the 2-minute film. This was immediately picked up by world media, setting the stage for the rest of the campaign. We then blanketed major cities around the US with billboards and posters celebrating our athletes, including location-specific executions. For example, a Colin Kaepernick billboard was placed in San Francisco, while a Serena Williams billboard was erected in Compton, California (her hometown). List the results (30% of vote) The campaign immediately ignited debate across the country and throughout the world and Kaepernick’s tweet became a symbol of solidarity, shared by celebrities, athletes, politicians and fans. And while some launched a boycott against the Nike and burned their shoes, millions came to the brand’s defense and praised the campaign for being on “the right side of history”. The campaign saw Nike’s stock price rise to an all-time high and created $6 billion in brand value, making it the most successful campaign in the brand’s history.
Dream Crazy
案例简介:背景 为了庆祝 “Just Do It” 30周年,耐克希望激励新一代年轻运动员和青少年通过运动实现他们的潜力。耐克,头号运动品牌,想以一种全新的方式将其标志性的理念和路线 “只管去做” 变为现实,与青年运动员以及整个文化相关。 描述创意 (30% 的选票) “梦想疯狂” 运动庆祝了那些推动运动向前的运动员,从像瑟琳娜 · 威廉姆斯和勒布朗 · 詹姆斯这样家喻户晓的名字,到一个梦想在高中足球队打后卫的女孩。这场运动由科林 · 卡佩尼克领导,这位有争议的美国橄榄球联盟四分卫在国歌响起时牺牲了他的梦想,为了一个更大的四分卫而跪下,抗议警察的暴行 -- 整件事都是通过一个社交媒体帖子发起的。 描述策略 (20% 的选票) 为了激励下一代运动员 “疯狂做梦”,我们庆祝真正的运动员忽视了传统思维,并因此推动了世界向前发展。因为没有运动员比科林 · 卡佩尼克更疯狂,我们让他成为整个竞选活动的代言人,并利用他的社交渠道向世界有机地、真实地宣布这一点。 描述执行情况 (20% 的选票) 这场运动始于科林 · 卡佩尼克的一条推文,时间就在美国橄榄球联盟赛季开始前几天,在我们推出这部2分钟的电影之前。这立即被世界媒体接受,为竞选的其余部分奠定了基础。然后,我们用广告牌和海报覆盖美国各地的主要城市,庆祝我们的运动员,包括特定地点的处决。例如,在旧金山放置了一个Colin Kaepernick广告牌,而在Compton,California (她的家乡) 竖立了一个Serena Williams广告牌。 列出结果 (30% 的选票) 这场运动立即引发了全国和全世界的辩论,凯珀尼克的推特成为团结的象征,名人、运动员、政治家和粉丝都有。当一些人抵制耐克并烧掉他们的鞋子时,数百万人前来为该品牌辩护,称赞该运动处于 “历史的正确一面”。该活动见证了耐克股价升至历史最高水平,并创造了60亿美元的品牌价值,使其成为该品牌历史上最成功的活动。
Dream Crazy
案例简介:Background For the 30th Anniversary of “Just Do It”, Nike wanted to inspire a new generation of young athletes and youth overall to realize their potential through sport. Nike, the number one sports brand, wanted to bring to life its iconic idea and line, “Just Do It” in a fresh way, relevant to youth athletes as well as culture at large. Describe the creative idea (30% of vote) The “Dream Crazy” campaign celebrated athletes who pushed their sports forward, from household names like Serena Williams and LeBron James, to a girl who dreamed of playing linebacker on a high-school football team. The campaign was led by Colin Kaepernick, the controversial NFL quarterback who sacrificed his dream for an even bigger one when he knelt during the national anthem to protest police brutality—and the whole thing was launched with a single social media post. Describe the strategy (20% of vote) To inspire the next generation of athletes to “dream crazy”, we celebrated real athletes that have ignored conventional thinking and as a result have pushed the world forward. And because no athlete has dreamed crazier than Colin Kaepernick, we made him the face of the entire campaign and used his social channels to organically and authentically announce it to the world. Describe the execution (20% of vote) The campaign started with a tweet from Colin Kaepernick, timed just days before the launch of the NFL season where we before we launched the 2-minute film. This was immediately picked up by world media, setting the stage for the rest of the campaign. We then blanketed major cities around the US with billboards and posters celebrating our athletes, including location-specific executions. For example, a Colin Kaepernick billboard was placed in San Francisco, while a Serena Williams billboard was erected in Compton, California (her hometown). List the results (30% of vote) The campaign immediately ignited debate across the country and throughout the world and Kaepernick’s tweet became a symbol of solidarity, shared by celebrities, athletes, politicians and fans. And while some launched a boycott against the Nike and burned their shoes, millions came to the brand’s defense and praised the campaign for being on “the right side of history”. The campaign saw Nike’s stock price rise to an all-time high and created $6 billion in brand value, making it the most successful campaign in the brand’s history.
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Dream Crazy
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