Nike Outdoor, Design & Branding, Case study NIKE EQUALITY: THE SWOOSH VOTE by Wieden + Kennedy Portland

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Industry Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market Australia
Agency Wieden + Kennedy Portland
Creative Director Antony Goldstein, Chris Groom
Art Director Sara Phillips
Copywriter Alex Romans
Producer Julie Gursha
Released January 2018


One Show 2018
Print & Outdoor Ambient Media (Indoor & Outdoor) / P.O.P. & In-Store - Campaign Silver

Credits & Description

AGENCY: Wieden+Kennedy / Portland
Entrant Company: WIEDEN+KENNEDY Portland, USA
Idea Creation: WIEDEN+KENNEDY Portland, USA
Production: WIEDEN+KENNEDY Portland, USA
Creative Director: Antony Goldstein Wieden + Kennedy
Creative Director: Chris Groom Wieden + Kennedy
Copywriter: Alex Romans Wieden + Kennedy
Art Director: Sara Phillips Wieden + Kennedy
Executive Producer: Molly Tait Tanen Wieden + Kennedy
Producer: Julie Gursha Wieden + Kennedy
Art Producer: Shani Storey Wieden + Kennedy
Creative Manager: Brooke Salisbury Wieden + Kennedy
Studio Designer: Denny Robles Wieden + Kennedy
Retoucher: Amy Corcoran Wieden + Kennedy
Retoucher: Lilly Archer Wieden + Kennedy
Global Strategy Director: Andy Lindblade Wieden + Kennedy
Global Media Director: Danny Sheniak Wieden + Kennedy
Media Supervisor: Geoff Scoones Wieden + Kennedy
Global Account Director: Chris Willingham Wieden + Kennedy
North American Account Director: Vanessa Miller Wieden + Kennedy
Asst. Account Executive: Carly Williamson Wieden + Kennedy
Business Affairs: Karen Crossley Wied
Creative Manager: Zilla Peoples Wieden + Kennedy
Entry Summary
Australia's vote for marriage equality divided the nation, with many groups, parties, and corporations coming out against the legalization of same-sex marriage. This context meant that brands and personalities were more hesitant to put their weight behind the cause.

Brief Explanation
When Australia called a vote to decide whether same-sex marriage should be legalized, Nike wanted to make a statement that showed its support. So we took the brand's iconic logo and turned the Swoosh into a vote for "yes".

From the giant Swooshes on Nike's biggest storefronts to the tiny Swooshes on shopping receipts, we turned every Swoosh into a vote for marriage equality. We even created custom footwear and apparel and sent them to influencers and athletes, ensuring that every one of the brand's famous logos became a reminder to vote.