Nike: Don't let them stop you (case-study)

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Released:	September 2007
Advertiser:	NIKE
Agency:	NITRO
Country:	United Kingdom
Category:	Clothing & footwear
Tags:	Russian nominees to Cannes Lions 2008 Creative review

Credits:

Date Of 1st Implementation: 01/09/2007
Advertising Agency: NITRO, London, UNITED KINGDOM

Name Company Position
Olly Farrington Nitro Writer/Art Director
Neil Richardson Nitro Art Director/Writer
Paul Shearer Nitro Writer/Art Director
Paul Shearer Nitro Executive Creative Director
Tom Evans Nitro/Mook Creative Director (Digital)
Paul Shearer Nitro Director
Amy Sherwin Nitro Producer
Adam Brewster Nitro Designer
Jamie Boyd Nitro/Mook Designer (Digital)
Matt Jennings Nitro Account Director

Type of Media Date of 1st Implementation Media Placement
TV & Cinema Adverts - 3 Spots September Terrestrial Channels
Website September Online
Outdoor September Urban Centres
Press September Youth Titles
Instore/POS September Nike Stores
Events September Urban Centres

Describe the campaign / entry
Nike wanted to increase their sales in Russia - a market dominated by their competitors, who tend to use global corporate advertising.

So, instead of a normal ‘selling’ campaign, we started a wide initiative to connect specifically with Russian kids and get them playing sport.

To do this, we needed to get into their heads - and after much discussion with them, we realised they felt very restricted in their country.

Our solution, therefore, was to show them that sport could be a way to feel free.

Describe how the campaign / entry was launched and executed across each channel in the order of implementation.
Using the theme ‘Don’t Let Anything Stop You’ in a variety of media (TV, cinema, press, posters, ambient, retail - but above all, a Russian website) we encouraged them to fight through the barriers to play sport.

But more than that, we actively helped them through these barriers - by setting up special urban events and competitions, showing them how to find pitches and courts, and giving them new places to play.

Give some idea of how successful this campaign/entry was with both client and consumer.
The campaign led to a huge upturn in sport participation - not to mention web hits, sales growth, and increase in market share - with over 1500 kids at our urban events, and YouTube hits for our commercials at 200,000 and counting.