07.08.2012  •  Advertising NEWS


NIKE VS. ADIDAS •  NIKE's Find your Greatness campaign on the look out for amateur athletes vs. ADIDAS All Originals Represent campaign search for creatives all over the world


NIKE : Find Your Greatness

Director: Seb Edwards & Lance Acord
DOP: Lance Acord & Mattias Montero
Production: Park Pictures
Advertising Agency: Wieden + Kennedy, Portland
Creative Director: Alberto Ponte & Ryan O'Rourke
Art Director: Sara Phillips
Executive CD: Mark Fitzloff & Susan Hoffman
Interactive : Dan Hon
Copywriter: Brock Kirby

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The Olympic Games aren’t just confined to the sports arena, but are of course played out with great enthusiasm by brands and advertisers worldwide. The commercial field is likewise host to betting, pushing and even a bit of shoving. Today GoSee would like to present two global players and their latest campaigns.

Whilst ADIDAS is the official outfitter of the International Olympic Committee (IOC) and has supplied around 5,000 athletes, as well as 84,000 volunteers with their uniforms, NIKE recently launched the ‘FIND YOUR GREATNESS’ campaign – which seeks to inspire the everyday athlete with new goals.

Nike calls on athletes to share their sports activities, goals and achievements on social network sites and to post their results on Nike+ Fuelstream at nike.com/gameonworld, the dynamic online stream of imagery and user comments.

Wieden + Kennedy’s ‘ambush’ marketing career was launched to coincide the Olympics – but without officially wanting to be an Olympics campaign, because during the Olympic Games the advertising restrictions for non-sponsors are very strict.

So, the NIKE spot presents athletes all over the world training and competing. All locations have one thing in common – they all happen to be in London – must be a coincidence. The film begins with a scene in a ‘London Gym’, a man is busy working on his crunches, this is followed by a rugby match in South African ‘East London’. Interesting.

The ‘All Originals Represent’ campaign by Olympics sponsor ADIDAS calls on Originals fans all over the world to show their creative sides. The campaign, produced by the Sid Lee agency, signed up fashion designer Jeremy Scott, Sky Ferreira, NBA star Derrick Rose, R&B singer Nicki Minaj and Korean girl group 2NE1. The film captures creative spirits around the world – from New York to Tokyo, Paris to Rio de Janeiro.

You can enter photos or moving images of your best creative ideas at adidas.com/represent. The users then get to vote until November and Adidas will make the winner’s biggest dream come true.

Hermann Deininger, CMO of the Adidas brand comments ‘we enable our consumers to show us and the whole world just how creative they are and what Originality means to them’.

Greek-American director Melina Matsoukas, who has already shot videos for Beyoncé, Lady Gaga and Kylie Minogue produced the spot. Following its start in the USA, the spot will launch in German cinemas on August 30.