Nike has done it again and I already lost count of all the times I have said it in this blog. I am really amazed at the masterpiece I just watch.
The editing is an authentic masterpiece, the emotional writinh with a powerful social resilience message.
We can see a subtle change in the way of marketing, the halo effect is still there. Big names as Rapinoe, LeBron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo, Giannis Antetokounmpo, Serena Williams, Colin Kaepernick, and Kylian Mbappé still appears. But we can clearly see a change in narrative, the force of the movements of the people becomes the real protagonist.
I defined a combination of resistance, hope, and powerful energy for keeping moving forward. It is implacable, truly motivating and we will soon convert it in a case study.
What we can tell you by now is how it was done.
A great collaboration between great agencies researched 4,000 sports action sequences and chose 72 of them to combine into 36 split-screen moments, where the action on both sides appears to meld into one.
We will be looking very close to Nike's next steps. Stay tuned for more posts about their change in marketing and adaptation to this new reality.
Check the video below!
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