Nike Digital, Case study Kevin Hart Press Conference by R/GA New York

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Kevin Hart Press Conference

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Case study
Market United States
Agency R/GA New York
Creative Director Zack Mcdonald
Senior Art Director Dan Northcote-Smith
Junior Art Director Logan Kornhauser
Senior Copywriter Nick Moss
Production Ghost Robot
Director Joey Garfield
Released November 2016


LIA Awards 2017
Social Influencers Comedy Bronze Winner

Credits & Description

Entrant: R/ga, New York
Brand: Nike
Name of Social Influencer: Kevin Hart
Corporate Name of Client (if applicable): Nike
Nike Global Brand Communications Director: Go Wakimoto
Nike Senior Director Global Brand Communications: Alex Lopez
Nike Senior Director, NA Entertainment Marketing: Darla Vaughn
Nike Talent Relations Manager: Stacey Stafford
Director Business Affairs: Stephen Bernstein
Senior Account Director: Steve Strong
Advertising Agency: R/GA, London/R/GA, Portland/R/GA,, New York
Creative Director: Zack McDonald
Senior Copywriter: Nick Moss
Senior Art Director: Dan Northcote-Smith
Junior Art Director: Logan Kornhauser
Production Company: Ghost Robot, New York
Director: Joey Garfield
Producer: Dawn Rose
Director of Photography: Sam Chase
Visual Designer: Amanda George
Senior Editor: Chris Shimojima
Animation Lead: Thomas Parrinello
Executive Campaign Producer: Kira Doyle
Campaign Producer: Dami Kelekun
Executive Content Producer: Guy Helson
Content Producer: Elliot Freeman
Nike wanted to announce Kevin Hart’s big new run, ‘Hood to Coast’ and show a brand new audience there’s a fun side to running.
A press conference flipped on its head. Kevin had the reporters, he had the audience. He was only missing one thing — the facts.
The response was epic. Competing with the Olympics with no paid media we made record breaking social noise around the event. 17x more than any other year – 181m impressions. A regional race became part of pop culture and we introduced an apathetic audience to the world of running.