by #LizPublika
Client: Nike
Lead Agency: Wieden+Kennedy Portland
Art Director: Sezay Altinok + Sara Phillips
Copywriter: Brock Kirby
Director: Lance Acord + Seb Edwards
Razorfish
NIKE’s powerful “Find Your Greatness” campaign ran during the 2012 Olympic Games in London and, to this day, stands out as one of the most inspiring ad campaigns ever. And even though any brand that is not an official Olympic sponsor is prohibited from using trademark-protected assets in an advertising campaign, like the Olympic Rings or athletes, NIKE found a way to resonate with audiences without them.
The brand is nearly synonymous with athletic achievement and, at the time, worked with some of the world’s greatest athletes, from Michael Jordan to Bo Jackson to Kobe Bryant. But this was not the right approach for the campaign the company had in mind. So, instead of relying on celebrities and sports idols, Nike found ordinary people worldwide to challenge the meaning of greatness in our lives, a meaning that could span across age, race, gender, and culture.
The marketing manager at NIKE wanted to win new fans and continue building the company’s reputation as the number one brand in sports gear at the same time. The ad's creators wanted to communicate how one person can make a difference in their community. Together, the team(s) decided that this should be done through storytelling rather than directly describing a product or service.
Without explicitly talking about the Olympics, the idea was to focus on the dreams and hopes of real people, some of whom train long and hard enough to achieve greatness. The result was a campaign that embraced the challenges everyday people overcome as they play the sports they love. It’s a fantastic example of a brand using its platform, voice, and creativity to tell stories of value and promote unity.
Throughout the campaign, young athletes show off their skills as they’re participating in different sports, but it doesn’t stop there. The athletes are also shown working at their jobs, pushing themselves in school, and learning from their parents. By showing all of the different aspects of people’s lives, Nike emphasizes that being an athlete is also about learning life lessons that apply to anyone and everyone with ambition.
The hashtag #findyourgreatness was used in place of a slogan and became the unofficial mantra among participants in different sports worldwide. The approach demonstrates how NIKE elevated resourcefulness when it couldn’t use Olympic imagery by focusing on the core concepts behind the games and connecting with everyday athletes. In other words, though the company is known for its products, its marketing talent is selling a feeling.