Tag Archives: nike

Nike | Go Lighter, Go Longer: ManvsMachine

I’ve been a huge fan of design and motion studio ManvsMachine for years, and their latest award winning project for Nike goes to show that they’ve undoubtedly still got it! Winning the only UK design studio gold at Cannes Lions 2017, they explored the created a “metaphorical exploration of air and the negative space it occupies”.
The campaign was created for the new Nike Air Max, exploring negative space with a colour scheme I’ve totally fallen in love with.

The designs work flawlessly as both a motion piece (above) and as 2D images (below). The campaign has been executed across numerous mediums including social media, DOOH, billboards and product packaging. I am obsessed.

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Netflix: The Art of Design

HELLO! Yes please.
New documentary series ‘Abstract: The Art of Design’ will feature designers Paula Scher (Pentagram), Bjarke Ingels (Danish architect), illustrator and graphic designer Christoph Niemann, stage designer Es Devlin and the shoe designer behind Nike’s self-lacing trainers, Tinker Hatfield.

Looks interesting. Anything with Paula Scher.

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Nike: The Man Who Kept Running

Kevin Hart stars in Nike’s Apple Watch campaign, created by Weiden + Kennedy (Portland), featuring a series of hilarious sketches focusing on the “Are we running today?” feature. It’s no wonder Kevin has been snapped up by another brand to do their ads, as he makes a very convincing self-sufficient, delusional wanderer.

My main concern is, how did he charge is Apple Watch? MYSTERIOUS.

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Nike: Da Da Ding

Wieden+Kennedy (Delhi) wanted to tackle the issue that Indian advertising is still dominated by light-skinned women usually depicted in the home, leaving little to no inspiration for women who have no interest in being a housewife, or simply wish to enjoy sports and training. Sportswomen in particular are hugely under-represented in Indian advertising because girls are typically encouraged not to participate in anything that doesn’t benefit marital decisions or their assumed futures as mothers.

Mohamed Rizwan (Creative Director at Wieden+Kennedy, India) said:

Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun. To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.

Incorporating fierce sports stars, Indian pop culture and a catchy beat, this fantastic (and clasically Nike) ad was also accompanied by album artwork for the song “Da Da Ding”. W+K co-wrote the lyrics to “Da Da Ding” with Gizzle – at first glance, I assumed the song was a Missy Elliott number, but is in fact by Gener8ion feat. Gizzle. The fast-paced, inspiring song perfectly compliments the stars of the advert. These include national hockey player Rani Rampal, surfer Ishita Malaviya and former national badminton player (and Indian film actress) Deepika Padukone. The campaign is integrated in social media too, publishing the portraits below (by photographer Aman Makkar) of everyday athletes, national athletes and Nike NTC trainers on the popular networks Instagram and Dubsmash.

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The Asian market often depicts sport as too masculine, a waste of time and not a suitable career option. However, all of W+K global offices work on Nike, and after W+K Delhi won Nike in 2015, they haven’t steered away from the celebration of female sports stars despite the culturural differences.

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Advertising and the rise of Trans* awareness

Whilst it’s perhaps not ideal as a Londoner to be writing about gender identity statistics in the US, it is still important note that the number of trans-identifying adults in the United States has doubled in the last decade (now 1.4 million adults). It’s a shame that publicised trans* awareness doesn’t seem to have the same impact in the UK… no major Government or administrative surveys have collected data by including a question where trans people can choose to identify themselves. Publicly collected data on trans people is virtually non-existent! Understandably though, there is a larger base of A-list celebrities in the USA, including trans* celebs like Caitlyn Jenner (below) and Laverne Cox (Orange is the New Black).

So, for now, the focus of this blog post will be about the impact of trans* awareness through advertising and marketing in the USA…

In August, Nike aired an ad for the Olympics featuring triathlete Chris Mosier (the first transgender athlete to make a U.S. men’s national team) which had millions of people from the entertainment, creative and advertising industries taking note. Since then, brands like H&M (featuring Caitlyn Jenner), YouTube and Bud Light, have either featured trans* stories/trans*-inclusive messaging in recent campaigns.

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Days after Nike’s 30-second spot, Clairol (Procter & Gamble) announced that trans* model Tracey Norman (who had worked for them previously in the 70s), would become the face of the Nice ‘n Easy ads once more. Grey (New York) were behind Clairol’s ad, and Beth Avellini (global group CD) states that “Advertising reflects society as a whole, and there’s been a slow acceptance that’s been happening in society.” I couldn’t agree more! However, there’s always a fear that marketers and creatives will use “the token trans* person” for buying power (which has also been expressed in the LGBT community as a whole), and the rise of trans*-inclusive publicity has brought into question whether these campaigns are for social benefit or brand benefit.

I have to say, the ads mentioned above do have a true sense of authenticity and passion. However, as a cis-gender woman I struggle to allow myself to actually have a strong opinion on this topic because it would never and could never affect me directly. It’s difficult to have 100% belief of genuine intentions when it comes to ads being created by hetero-normative marketers in a hetero-normative society. I have to agree with Chris Edwards (copywriter and author of the memoir, ‘Balls: It Takes Some to Get Some’) who states that “terminology is evolving… it is important for advertisers to do their research and work with advisors to make sure copy and tone resonate with the intended audience.”

 

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Nike Football: Winner Stays

In this game of winner stays, every touch of the ball proves that football will always belong to those who Risk Everything, even when it matters the most. 
Featuring: Cristiano Ronaldo, Neymar Jr., Wayne Rooney, Zlatan Ibrahimović, Gerard Piqué, Gonzalo Higuaín, Mario Götze, Eden Hazard, Thiago Silva, Andrea Pirlo, David Luiz, Andrés Iniesta, Thibaut Courtois, and Tim Howard.

Usually I have absolutely no interest (probably because I don’t understand…) in football, thus football ads.

Although I think this goes on for a little too long, this is probably my favourite football ad!

(obligatory World Cup post…)

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