Crazy audacity, or unwavering faith?
There are many forms of formulating a brand message. They are created with similar goals, but they yield different results. What is the most effective communication form for a long-established, international brand like Nike? With what message and on what platform should it address its consumers on the occasion of its 30th anniversary, while remaining true to its traditional values and being innovative according to modern trends? How can it be attention-grabbing and engaging amidst the massive advertising noise?
What could be the extra element that, while stirring the peaceful waters of brand communication, does not sweep it away but rather elevates marketing and revenue indicators? Is the usual high quality sufficient for this, or must something new be risked?
Similar questions likely inspired the creators and clients of Nike's 30th anniversary campaign when they went all in and created their current motivational image film a bit differently.
Nike's „Dream crazy” advertisement is multiple times true to its title: crazily touching, crazily divisive, and crazily successful. But is this crazy recklessness or a consciously risk-taking, crazily bold step from the creative agency and the company? A young, emerging startup's communication strategy might allow for bluff-based risk-taking, but for a multi-billion dollar global corporation, the latter is more realistic: they assessed the valuable cards and announced the „all in.”.
A Crazy dream The creators of the advertisement had several trump cards in hand, which they tactically utilized very well:
They stood firmly by their convictions.
They not only encouraged their consumers at the level of their messages to dare to dream big and strive for their goals, overcoming seemingly insurmountable resistance and obstacles. They acted accordingly themselves. They stood firmly by the values represented by the brand.
For their motivational film and the offline campaign built around it, they chose sports icons as their faces who are exemplary not only for their performance but also for their significant social engagement. They faced obstacles in their careers such as severe physical disabilities, adverse racial and gender discrimination, and refugee status. They overcame the disapproval and skepticism of their environment, but even life-threatening brain tumors or war persecution could not stop them.
With these role models and these positive values, it is easy for anyone to identify. The stories of the characters appearing in the film, along with the visual and musical elements, captivate us, completely immersing us in the „Just do it!” feeling. One minute and 48 seconds, and we already believe that we too can achieve it; we just need to dare to dream big. We believe that being crazy is not an obstacle but a privilege. No matter how unattainable the goal may seem, the bar can always be set higher.
The real catharsis, however, begins at this point. Nike puts the icing on the cake in the last 17 seconds by openly standing by a young American football player who is undoubtedly talented, whose athletic reputation and fame are far surpassed by his moral values and willingness to sacrifice. Who could encourage us more authentically?
„Believe in something. Even if it means sacrificing everything.” that is: „Believe in something, even if it means sacrificing everything else.”.
The face of Nike
Colin Kaepernick perhaps did not even think that when he chose to kneel in protest during the national anthem before the game, while everyone else stood as a sign of respect, he was risking his career for a higher purpose by putting everything on the line. His action found a dual echo: empathy and support, or profound outrage and animosity were expressed by both camps. The storm peaked when the quiet protest found political resonance in the ongoing presidential election campaign, and Donald Trump took the gesture as a personal insult.
Launching a campaign to undermine the athlete, it transformed Kaepernick's socially conscious gesture into a completely different conflict at the level of national feelings and values regarding the current social issue. Although the right to free speech and protest has been declared a fundamental right in the U.S. Constitution for centuries, Kaepernick nonetheless became a victim of political character assassination. Fearing the effects of political pressure and the loss of fans, the NFL no longer engaged with the great player, so Kaepernick truly sacrificed everything.
Yet, in the hands of Nike's campaign team, this divisive event was one of the serious trump cards. Kaepernick's involvement sparked significant social resonance. This was the extra element that stirred the waters. Maintaining the dialogue primarily taking place on social media platforms created a valuable opportunity for delivering brand messages to deeper levels and broader social strata. It was a great opportunity to incorporate additional campaign elements and expand the loyal consumer target group.
Is two aces in hand enough to bet everything on this?
Fortune favors the brave, but it doesn't hurt to have a few valuable cards as well. Nike's marketers knew well that there is no great profit without risk, and that certain losses must be anticipated. They understood well that in a divisive campaign, they would face numerous negative feedback and attacks, while also accurately assessing who they could count on in the competition.
Two-thirds of Nike's customers are young people under 35 from various ethnic backgrounds who are willing to openly stand up for issues that hold significant value for them.
Looking at the picture as a whole, Crazy dream the campaign lived up to its hopes: it strengthened the brand, broadened the brand's recognition, enhanced positive consumer attitudes, and reinforced commitment among the target group.
All in – and the winner took it all: not only did the brand value indicators soar, but the sales results certainly soared as well...
