Emma Coleman Case study Who What Wieden Kennedy

Emma Coleman Case study

Who? What? Wieden + Kennedy were in charge The challenge was to create a Londoncentric campaign for Nike. of the campaign • They are an independent agency who have worked on a number of large international companies; Nike, Bud Light, F 1, Honda, Tk Maxx and the list goes on and on. They pride themselves on their work ‘builds cultural influence’. • The film was directed by Mega Force who have created films for artists and brands including Rihanna, Madonna and Instagram. • Nicolas Loir was the director of photography. He’s worked with Audi, Kenzo, Yves Saint Laurent, Major Lazer, Snoop Dog and the list goes on. • The film was produced by Riff Raff Films. Riff Raff presented with the creative production company of the year. https: //www. youtube. com/watch? v=n 0 j_CX 1 S 2 es

• Wieden + Kennedy; They came up with the concept of ‘Nothing beats a • How? • Londoner’’ ‘Where young Londoners shape sport and culture around them. We are taken on a whistle-stop tour of the city – with the help of cameos from some of the Londoners they look up to, even as they strive to one-up them with their own sporting achievements. ’ They decided on shooting in London with only young Londoners. The film was directed by Mega Force (who have created films for artists and brands including Rihanna, Madonna and Instagram). The next thing they did using all of young Londoner athletes to promote their own content to link to the next athlete, overall to create a massive battle on social media and overall creating a buzz. • Nicolas Loir, would have been told through the script/ storyboards by Mega. Force and Wieden+Kennedy what kind of shots they would of wanted. • Mega. Force; They would of received a presentation or script from Wieden + Kennedy advising of what kind of shots they need/ want. But also the client Nike would of amplified the fact they want high energy and interesting camera angles. I think Nike would of encourage the use of London slang. The script would of come from Wieden+ Kennedy but Nike would over looked the script. Riff Raff then tweeted the script with comedy an enhanced the relationships in the script. Next, they thought about the music and how it would work with the different scenes. Mega. Force decided to use the music as a medley of London’s sound.

Mega. Force and Riff Raff Films; • Mega. Force would of told Riff Raff Films how they want the shots captured but not just for the film but also for the social media content such as the gifs. How where the shots captured? • The basketball scene, they used 360 camera which allowed them to reframe and edit it to make interesting distortion. • The female footballer scene, they used ball with and a Go. Pro attached to a stick. Then used a racing drone to circle around her as fast as they could can. Then in post production they made the ball spin. • The dancing scene, they had a custom rig with a Go. Pro attached to invisible wires. The dancer had to dance while spinning the camera around

The film is structured in terms of stories. There are many different stories for the different insights/ boroughs. The Nike knows their audience so the structure of the film reflects them knowing their audience as they have short and different stories to keep the viewers attention. However, people not living outside of London moaned about how it didn’t reflect their area but the reason it doesn’t reflect them is because it’s not intended for them. One of the reason that Nike’s brand film is contemporary is them purposely creating a film that can be split into stories that are short enough to grab attention and be shared via social media. Again, knowing that their audience use social media and they can reach them by sharing this via social media. Analysis As I, myself is a part of Nike intended audience, I know personally I don’t look or will pay attention to adverts like this is I see it on social media but the way Nike has structured the film it’s engaging and relatable. Also most of the time I see videos I’m sent them by friends or family they’ve seen it and sent it to me. So knowing how their audience work on social media they use this to their advantage. Another reason I believe this Nike film is contemporary is the mixture of techniques. The mixture of techniques which were shown in the film. Such as the use of CGI and Clay moulding, this was shown through out the brand film. I think it’s refreshing. Lastly, the use of media is contemporary. The film being able to be split and shown across different media platforms. The film had lots of different insights from their users.

This film was created around insights from the consumers • Each story is based around a different insight • The insights are humorous • I think overall they are questioning what people believe in a light hearted way in which people don’t notice it Insights For example; • Big school rugsack which showed a middle class school boy on the way to school with a massive bag. This is relatable to a lot of young and older adults as it was something that was laughed at. • ‘What’s wrong with Peckham’ says Giggs, it’s ironic because there’s a lot wrong with Peckham. • ‘I have to fight everyone’ a girl boxing cardboard cut of her family as everyone’s telling her, she can’t box because she’s a girl. The film is questioning people’s beliefs but in a funny way. https: //wordpress. com/post/emmacolemanblog. wordpress.

London searches for Nike products were up 93%. Nike searches were also up 72% in Manchester and 54% across the UK overall. Outco me ‘More than 8. 5 m organic You. Tube views to date More than 32 m views of GIFs from GIPHY Almost 90% view through rate on VEVO (VOD) According to fashion search platform Lyst, London searches for Nike products were up 93% following the ad’s launch. Nike searches were also up 72% in Manchester and 54% across the UK overall Widespread global PR coverage in titles including The Sun, Complex, Independent, Noisey, The Evening Standard, Metro and ITV News Voted the best TV creative of January/February by the Thinkbox Academy’- Wieden + Kennedy

What industry people thought about the Nike advert; Reacti on • Felt the ’Just Do It’ brand signature through out the film • The language, casting and locations ‘felt authentic’- Creative Review, I agree with this because the tone of voice was authentic as a result of only Londoners being in the film and using what looks like London areas. Also, they seemed to • It’s challenging people’s thoughts about racism, rape, sexism in sport • It was getting people to get active (they saw lots of different sports that can be done in London so there no excuse not to be active because of living in London) • It’s increased it’s ground in regards of competition with football as Adidas was taking over but the figure on the other page shows it’s effectiveness • It feels ‘naturally diverse’ Creative Review – I agree with this because Nike used real Londoners in the film therefore it reflects the variation in diversity. • Making Londoners proud again • ‘Nike has revealed a star-studded three-minute video bound to resonate with any Londoner’ –It’s Nice That – I agree with It’s Nice That because it is relatable to most Londoners but not all London because they only showed some of the boroughs but not all.

Reacti on What ‘normal’ people thought about the Nike advert; • • • The advert was clearly effective there was a very positive reactions People who didn’t like the advert were not from London so it wouldn’t appeal to them The film promoted the sense of being a proud Londoner which was reflected in people’s responses It has been effective as people are tweeting and sharing the advert its successfully created a buzz Overall everyone on social media loved it and felt it was funny and gritty but represented London well To to blog to see it move

What I thought about the Nike advert; My Reaction as a Londoner • It challenged things in a light hearted way • The use of ‘celebrities’ were people that Londoner are influenced by • Tone of voice was brilliant it reflected London • I think it successfully met it’s aim of promoting being proud of London I know I personally felt proud of London, after watching the advert • It posts a question to the viewer, I live in London and she’s doing tennis outside why aren’t I? • It wasn’t fully inclusive of some of the other great parts of London • It made me want to watch the advert again and again as it was shared by my friends and spotted people I didn’t see and I found my self learning about people I didn’t know existed in the advert • I felt it captured young people well with grit and determination not ‘thugs’ • The cinematography was full of energy and captured my attention with the constants changing scenes

How I would improve this campaign; The problem I found it that they said they had 200 odd athletes but I had know idea who they were? The solution for me would be to make the video tagged by allowing the users to hover one of the athletes and it would have a link to their own personal page so there would be information about what sport they do and a link to their social media page. Improvement I saw that they mentioned that the athletes and the celebs in the video were promoting through their own social media pages but I personally didn’t see it so I think the link from the personal pages will create an link to their social media page to see them promoting Nike. So they can inspire others to just do it.

http: //www. riffrafffilms. tv/ http: //www. megaforce. fr/# https: //www. itsnicethat. com/news/nike-nothing-beats-alondoner-advertising-090218 http: //wklondon. com/work/nothing-beats-londoner/ Reference https: //www. creativereview. co. uk/thoughts-nikes-nothingbeats-londoner-created-buzz/ s http: //www. adweek. com/creativity/how-french-directors- megaforce-captured-the-spirit-of-london-in-nikes-wild-new-ad/ http: //www. riffrafffilms. tv/video/noe/nike-nothing-beats-alondoner-social-gifs/ http: //www. nicolasloir. com/