Time Is Precious Wieden + Kennedy Portland para Nike

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Time Is Precious

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Sector Ropa de deporte
Media Digital, Case study
Mercado Estados Unidos
Agencia Wieden + Kennedy Portland
Creative Antony Goldstein, Stefan Van Den Boogaard, Tim Arts, Chris Groom
Publicado octubre 2016


Cannes Lions 2017
Integrated - Silver Lion

Creditos y descripciones

Title: Time Is Precious
Agency: Wieden+Kennedy
Brand: Nike
Country: USA
Entrant Company: Wieden+Kennedy, Portland
Advertising Agency: Wieden+Kennedy, Portland
Media Agency: Wieden+Kennedy, Portland / Razorfish, Portland
Production Company: Joint Editorial, Portland
Business Affairs Manager: Anna Beth Nagel (Wieden + Kennedy)
Project Manager: Andrea Nelson (Wieden + Kennedy)
Nike North America Creative Director: Antony Goldstein (Wieden+Kennedy Portland)
Nike North America Creative Director: Chris Groom (Wieden+Kennedy Portland)
Strategic Planning: Andy Lindblade (Wieden+Kennedy Portland)
Strategic Planning: Henry Lambert (Wieden+Kennedy Portland)
Strategic Planning: Zack Kaplan (Wieden+Kennedy Portland)
Creative: Stefan Van Den Boogaard (Wieden+Kennedy)
Creative: Tim Arts (Wieden+Kennedy)
Agency Producer: Amy Berriochoa (Wieden+Kennedy)
Agency Producer: Matt Hunnicutt (Wieden+Kennedy)
Media/Comms Planning: John Furnari (Wieden+Kennedy)
Media/Comms Planning: Lisa Feldhusen (Wieden+Kennedy)
Account Service: Alyssa Ramsey (Wieden+Kennedy)
Account Service: Anna Boteva (Wieden+Kennedy)
Account Service: Luiza Prata Carvalho (Wieden+Kennedy)
Studio: Leslie Waara (Wieden+Kennedy)
Studio: Leticia Barajas (Wieden+Kennedy)
Digital Media Agency: Carly Gray (Razorfish)
Digital Media Agency: Emily Maglietti (Razorfish)
Digital Media Agency: Jaimie Carey (Razorfish)
Digital Media Agency: Kelly Nemmers (Razorfish)
Digital Media Agency: Tina Nguyen (Razorfish)
Editing Company: Dylan Sylwester (Joint)
Editing Company: Eric Hill (Joint)
Editing Company: Jb Jacobs (Joint)
Editing Company: Kevin Alfoldy (Joint)
Editing Company: Leslie Carthy (Joint)
Editing Company: Mimi Bergen (Joint)
Editing Company: Sarah Fink (Joint)
Mix: Natalie Hulzenga (Joint)
Mix: Noah Woodburn (Joint)
Mix: Sarah Fink (Joint)
Our target was the everyday athlete who participated in the unproductive, passive, vicarious behavior we were trying to disrupt. This means we needed to do two things. First, we had to create custom messages for behaviors like scrolling through Instagram, watching celebrity shows, or reading other people’s opinions on Twitter. Second, we had to make sure those messages were seen in the places and during the moments where the behavior was actually happening. Where time is wasted most, Nike would step in to encourage viewers to get off their screens and get moving. The focus of our media investment was dedicated to the weekends, where our audience dedicates 30% more time watching TV, spends 35 more minutes on their phones, and has more time to get out and “Just Do It.” And to kick off and conclude the campaign, we targeted disruptive, high-impact moments that would get people talking.
Nike’s Time is Precious demonstrates the impact of an integrated campaign that marries a provocative creative message with precise, contextual media placement. Nike set out to make a statement about unproductive, vicarious behavior by disrupting it in the very places it was happening.By aligning each message to a specific setting, our work spoke directly to our target audience and the behavior we were trying to disrupt. And we did just that, driving 200 million disruptions across television, social media, digital video, and even in magazines that saved people time so they could get off their screens and get moving.
Our message came to life in film through short, text-based videos narrated by Siri, all designed to snap people out of their screen-induced daze. Each piece of communication delivered a “spoiler,” giving viewers a tongue-in-cheek overview of what they already knew was about to happen on their screen or feed. The campaign kicked off on a Sunday, taking over Twitter with a promoted trend and first-view video that took aim at the oversharing of opinions on the platform. That evening, our message evolved to target the sharing of zombie opinions around The Walking Dead. In parallel, we dropped the message in the show’s finale that night.For the following three weeks, we customized interruption messages for Facebook, Instagram, and Twitter, across reality shows, network marathons, and holiday re-airs, and celebrity news programs like Access Hollywood and E! News. Us Weekly also featured a full-page ad that disrupted readers.
This campaign set out to interrupt unproductive behavior in the places where it happens most. The results show that we did just that. In total, our films drove more than 80MM views on TV and another 120 million in digital—that’s over 200 million disruptions that saved people time so they could get off their screens and get moving. And on the topic of getting people moving, we believe that based on sales data, the campaign inspired people to do just that. At Nike.com, sales of the season’s leading footwear increased 80% for women and 123% for men post-campaign. In Nike retail stores, comparative sales increased 76% and 47% respectively. Our lead apparel product, the Hyperwarm, drove a 214% increase in sales at Nike.com relative to the prior year.
On average, we spend 10 hours a day staring at screens. That adds up to nearly 152 days a year, which is 32 years of our lives we’ll never get back. And what we typically do on our phones, tablets, computers, and televisions isn’t helping things—bingeing shows, following famous families, and liking coworkers’ vacation photos has not just made us addicted to our screens, it’s increased the time we spend living vicariously through others. For Nike, that’s a problem. Because sitting behind a screen and living vicariously through others is the antithesis of “Just Do It.” Our task was to shake things up by interrupting this unproductive, mindless behavior in the places where it happens most. In addition to disrupting unproductive consumption and vicarious behavior, we hoped our messages would inspire everyday athletes to step away from their screens and instead spend their time running, training, or playing sport.
Campaign Description:
Much of our screen time is actually quite predictable. There will always be an avalanche of opinions on Twitter. Zombies will continue to die in successive episodes and seasons of The Walking Dead. Celebrities will be doing celebrity things in every new issue of Us Weekly. Yet we still waste hours of time with these things. Our idea was to help people realize this—in the most explicit way possible—by spoiling things people are going to watch, view, or read . . . without actually spoiling them. This was all done to save people time, because Time is Precious and it’s much better spent running, training, or playing than sitting behind a screen.