Nike hadn’t talked to women in a while.
Our challenge was to reconnect Nike to a large audience of active women (who work out 2—4 times a week) and make them proud of the bodies they’ve shaped through sport.
Despite a small ad budget (3% of the category spend) and not buying media outside the U.S., this campaign sparked a national and international conversation that got over 47 million free media impressions from the U.S. to China to Australia. 26 mentions on national TV (on programs like Good Morning America, The Today Show, CBS Early Show, Access Hollywood, Entertainment Tonight, Fox News Live and CNN Headline News), 125 mentions on regional TV programs and 180 mentions across national and international print publications like The New York Times, USA Today and The Washington Post.
The awards this campaign received (Best of Show at the WIN Awards, Best Spread at the Kelly Awards, an Art Directors Club Award and an Advertising Women of New York Award) weren’t nearly as satisfying as the emotional responses we got from women.
Here’s one of my favorite quotes: “Hi there, I read the article in the business section of the NYT this morning and it made me cry. THANK YOU for focusing on us normal women. If you keep it up, maybe my 18-month-old daughter won’t have as many body issues and eating disorders as the rest of us older chicks. Thanks again.”
Creative partner: Kathy Hepinstall Photographer: Max Cardelli Illustrator: Stina Persson