Nike - Dream Crazy (case study)

“Don’t ask if your dreams are crazy. Ask if they’re crazy enough.“ Nike took a real, actual stand when it stood by controversial football player Colin Kaepernick in a powerful tweet and a subsequent two-minute film featuring the message, “Believe in something, even if it means sacrificing everything“. The move dropped Nike into the center of a cultural storm, but ultimately changed the marketing conversation and helped to propel sales, earning the brand several major awards. The overall “Dream Crazy“ effort, which highlights how athletes have made their unbelievable aspirations a reality through hard work, perseverance and defiance, is part of the brand’s 30th anniversary celebration of the “Just Do It“ tagline. After three decades, it never felt fresher. TOP AWARDS • Cannes Lions 2019: Outdoor Grand Prix Entertainment For Sport Grand Prix. • D&AD 2019: Black Pencil. • One Show 2019: Best Of Show, Creative Effectiveness Grand Prix