Wieden & Kennedy has launched its latest work for Nike: a TV and
print campaign to support Nike's 'Run London' ten-kilometre race on 22
July.
The creative work, launching on 14 April, is based on the premise that
participants need three months to train to get fit enough to go the
distance.
The campaign challenges runners to beat their nemesis or running alter
ego. Each month is given a particular personality: April is lazy, May is
schizoid - not knowing whether to go on or stop - and June is an
over-eager psycho. July is a fully fit runner.
The TV spot features the animations of Andy Smith showing how the
personalities of each running month will affect those bitten by the
running bug. For example, in May an animated running man is shown to be
keen but weak as he sets off on a run straight into the kebab shop.
The visual for the print campaign is copy-led, with the animated man
used as a tease vehicle with no Nike branding for the first week of the
campaign in print and outdoor.
Executions launch the idea of the months across a variety of media
including TV, radio, tube cards, outdoor, new media and print.
The campaign, created by W&K with Treatment used as external concept
creators, will run over four months.
'We wanted to look outside the normal agency world and try to understand
what would motivate people to get up and run,' W&K's creative director,
Tony Davidson, said. 'We knew that Roger Beckett of Treatment was a keen
runner and would therefore bring an interesting perspective to the
campaign.'
Jack Gold, the head of brand communications at Nike, added: 'This
campaign will hopefully be the catalyst to get London running. Wieden &
Kennedy has developed a persuasive and arresting campaign that works
brilliantly across different media.'
The ads were written by Roger Beckett and Matt Follows. Art direction
was by Andy Smart and Chris Groom. Kim Papworth and Tony Davidson were
the creative directors and production was through Private View. Media
was planned and bought by MindShare.
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