Nike 我改變運動 系列廣告
耐克Nike與Wieden + Kennedy上海合作以“我改變運動”為主題在臺灣展開了新一輪“Just Do It”推廣活動。此次活動旨在重新激起臺灣年輕人對運動的動力和熱情, 改善時下年輕人由于各類生活因素而與運動脫節的狀況。
作為耐克Nike臺灣六年多來的首次自主品牌推廣活動, 耐克Nike提出了勇敢大膽的想法, 即: 重新點燃全臺灣年輕一代的運動熱情。
“通過這一系列廣告, 我們希望不斷激發臺灣年輕人內心對運動存有的熱情, 并借由‘Just Do It’(想做就做) 的口號打開他們的心扉, ”W+K上海耐克Nike客戶總監Jarrett Dube如是說。
這個系列廣告集中描繪了幾位臺灣年輕的運動員,他們可謂是其運動領域的真正“改革者”, 是全面體現“Just Do It”精神風貌的最佳典范。
這一系列廣告包括: 電視廣告、電影院、平面和戶外, 同時還借助游擊廣告、數字傳媒、公關宣傳和商品零售方面的大力支持。三月中旬, 臺灣在美國職業棒球大聯盟比賽現場直播的過程中首次播出了本次活動的電視廣告, 與此同時還有一家網站也進行了廣告試播, 從而為4月1日的正式播出做好準備。
Nike has launched a new Just Do It campaign for Taiwan via W+K Shanghai centered around the theme of I Can Change Sport. The goal of the work is to re-affirm the power and emotion of sport with Taiwanese youth as a number of factors have caused it to begin to lose relevancy in their lives.
With this being the first original brand campaign for Nike Taiwan in over 6 years, Nike’s looking to make a bold statement that will re-ignite the fire for sport in youth across Taiwan.
“Through the work, we’re looking to tap into the hearts of Taiwanese youth by fueling the existing passion for sport that’s inside them, and using the power of “Just Do It” to be the force to help do so”, says Jarrett Dube, Nike Account Director at W+K Shanghai.
The campaign features young Taiwanese athletes who are actual “changemakers” in their respective sports and are prime examples of individuals that embody all the characteristics that define what Just Do It represents.
The new campaign includes TVC, Cinema, Print, OOH and is also supported via guerrilla, digital, PR and retail efforts. In the middle of March, the TVC first aired in a live Major League Baseball game broadcasted in Taiwan along with a website soft launch, with all efforts leading up to the main launch on April 1st.
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