BACK 4 THE FUTURE by Wieden + Kennedy Portland for Nike

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BACK 4 THE FUTURE

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing, Case study
Market United States
Agency Wieden + Kennedy Portland
Director Frank Marshall
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Ryan O'rourke, Alberto Ponte, Dan Hon
Art Director Max Erdenberger
Copywriter Caleb Jenson
Producer Monica Ranes
Account Supervisor Alyssa Ramsey
Editor Terrence “Biff” Butler
Released June 2011

Awards

One Show 2012
One Show Interactive Websites / Public Service/Non-Profit Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: NIKE
Product/Service: NIKE
Agency: WIEDEN+KENNEDY Portland, USA
Advertiser NIKE
Product NIKE
Entrant WIEDEN+KENNEDY Portland, USA
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Websites, Microsites & Banners
Title: BACK 4 THE FUTURE
Advertiser/Client: NIKE
Product/Service: NIKE
Entrant Company: WIEDEN+KENNEDY Portland, USA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director: Ryan O'Rourke (Wieden+Kennedy)
Creative Director: Alberto Ponte (Wieden+Kennedy)
Copywriter: Caleb Jenson (Wieden+Kennedy)
Art Director: Max Erdenberger (Wieden+Kennedy)
Producer: Monica Ranes (Wieden+Kennedy)
Executive Producer: Ben Grylewicz (Wieden+Kennedy)
Account Supervisor: Alyssa Ramsey (Wieden+Kennedy)
Account Executive: Rob Archibald (Wieden+Kennedy)
Editor: Biff Butler (Rock Paper Scissors)
Creative Director: Dan Hon (Wieden+Kennedy)
Executive Digital Producer: Lori Debortoli (Wieden+Kennedy)
Digital Designer: Matt St Gelais (Wieden+Kennedy)
Director: Frank Marshall (@radical Media)
Global Media Director: Daniel Sheniak (Wieden+Kennedy)
Global Media Supervisor: Emily Dalton (Wieden+Kennedy)
US Planning Director: Andy Grayson (Wieden+Kennedy)
Global Account Director: Karrelle Dixon (Wieden+Kennedy)
Global Planning Director: Rebecca Stambanis (Wieden+Kennedy)
Describe the brief from the client
The target audience was drawn from new customers. The project’s objective was to use creative storytelling to raise awareness for an important cause: finding a cure for Parkinson’s disease. The 25th anniversary of Back to the Future was the perfect opportunity to leverage ties between audiences and Michael J. Fox and connect them to Nike, the Michael J. Fox Foundation (MJFF) and the Back to the Future franchise.

Creative Execution

The creative assets were based in the heritage of the Back To The Future franchise as 'lost scenes'. By uniting the Back To The Future franchise, Nike and the MJFF a high level of credibility and authenticity was established in campaign messaging. An enormous amount of awareness and financial support were generated, ultimately helping the MJFF take one step closer in their goal of erasing Parkinson’s disease from the space-time continuum.


Describe the creative solution to the brief/objective.

By utilising the BTTF franchise as a creative catalyst, we created a cinematic trailer featuring original cast and crew as well as an interactive time-travelling website devoted to auctioning 1,500 pairs of the greatest shoes never made: The 2011 Nike MAG. The desired outcome was to raise awareness globally while sending 100% of net proceeds to the MJFF to continue support of Parkinson's Disease research.


Describe the results in as much detail as possible.

From September 8—18, 1,500 pairs of the 2011 Nike MAGs were auctioned off, netting a total of $9,429,459 with 100% of proceeds going to the MJFF. The cinematic trailer ranked as the Web’s No.1 viral video on AdAge.com. There were over 100m TV impressions, over 480m digital impressions and nearly 2m related articles in print circulation.