NIKE | DREAM CRAZY | 2019
Can You Sacrifice Everything for What You Believe? / NIKE "DREAM CRAZY"
A man kneeling became the face of the world's biggest sports brand. An ad that gets people burning Nike products and rushing out to buy new ones at the very same time? That doesn't happen often.
The problem
In 2016, the NFL's Colin Kaepernick knelt during the national anthem, protesting police violence against Black people. Afterward, no team would sign him. In 2018, for the 30th anniversary of "Just Do It," Nike chose this most controversial of men as its face. Nike's stock briefly dropped 2%, #BoycottNike spread, and videos even appeared online of people burning their Nike gear.
The insight
The bet wasn't reckless. 46% of Nike customers viewed Kaepernick favorably, higher than the 34% among the general public. Younger generations wanted brands to take a stand on social issues. Founder Phil Knight's words capture it well: "It's not about how many people hate you. It's about whether enough people love you."
The idea
The two-minute film opens with Kaepernick's voice: "If people say your dreams are crazy, if they laugh at what you think you can do, good. Stay that way." It then shows an NFL player with one hand, Serena Williams, LeBron James, and unnamed athletes, one after another. There is just one line of copy: "Believe in something, even if it means sacrificing everything." At the same time, Nike donated $5 million to organizations promoting equality.
What happened
At Cannes Lions, the campaign won the Grand Prix in Outdoor and Entertainment for Sport in 2019, and the Grand Prix for Creative Effectiveness in 2021. There were certainly boycott voices, but support that outweighed them came pouring in.
Afterthought
One creative director's mother never used to call about her son's work. But this time was different. "This mattered to her. It mattered to our community." Are you willing to sacrifice everything? That question seems aimed not just at Kaepernick and Nike, but maybe at all of us too.
Awards
- Cannes Lions Grand Prix 2019
