NIKE | JASARI (NIKEiD) - If you were a boy | 2015
A Man's Quiet Daydream / NIKE "JASARI (NIKEiD) - If you were a boy"
Made in Japan, but you'd never guess it. A spot that's NIKE through and through.
The insight
This campaign spoke to grown Japanese men with the idea that running could bring back the identity you had as a boy. The brand gives a nod of approval to a man's quiet daydream. The observation that "these days this would probably get buried in complaints, but that's part of what makes it so NIKE" really nails the bold, go-for-it spirit of this brand.
The idea
They built a widget that physically "ran" from blog to blog. It created an experience that brought viewers back to "those days." In effect, it connected NIKEiD's customization and the longing to run through a digital trick.
What happened
It won a Bronze Pencil at The One Club (in the Interactive - New Media Innovation category). In the first 1.5 months, more than 5,000 bloggers connected with it and put the widget on their sites. More than 35% of them were from outside Japan.
Afterthought
I love this kind of quiet male daydream. The feeling NIKE gives off—provocative, but also the one cheering you on—really comes through here, made by a Japanese production team. I wish there was more information about how it all came together behind the scenes; it's a shame there isn't more to dig into.
