Wieden+Kennedy USA Shoots New Nike Australia TVCs

Wieden+Kennedy USA Shoots New Nike Australia TVCs
SHARE
THIS



Nike Australia has announced the launch of its new brand campaign, which focuses on ‘No Turning Back’ moments in sport. The campaign calls on youth to play like there is ‘No Turning Back’, and celebrate the joy and creativity of playing sport.

The insight behind ‘No Turning Back’ is about reawakening the Aussie spirit of playing sport like there’s nothing to lose and embracing a ‘Just Do It’ attitude. The campaign sees Nike Australia join forces with its powerhouse of athletes and sporting legends to inspire young Australians to release their inner competitive spirit.

Four TVC spots hero the campaign, which places athletes in unusual ‘No Turning Back’ situations delivered in the irreverent and bold tone Nike is famous for. In the one of the ads, a young girl handcuffs herself to athlete Genevieve LaCaze in order to keep the pace in a race. In another, we see NRL player James Tedesco purposefully touch a priceless work of art, giving him no way but to dodge his way out of the museum.

The ‘No Turning Back’ campaign rolls out nationwide from tomorrow with TVC’s launching during the State of Origin broadcast, supported by experiential events, digital, in-store, OOH and PR.

The TVC films will be complimented by large-scale OOH formats across Australia, including the highly sought after Glebe Sydney silos and was projected on the side of the iconic MCG in Melbourne when the Socceroos took on Brazil last week.

Among the other Australian sporting heroes to feature in the attention-grabbing OOH is tennis star Nick Kyrgios, NRL hero Cameron Smith and footballer Tom Rogic.

Creatively led by Wieden+Kennedy, Portland- USA, the campaign was in development more than a year and shot in various locations throughout Australia.

Brant Hirst, Nike marketing director said: “Historically, competition was always just as important as winning. It’s what made Australia the most successful underdog-sporting nation. Nike’s ‘No Turning Back’ campaign was developed to awaken the naturally competitive spirit that lies at the heart of every Australian young athlete and inspire them to play like they have nothing to lose”.

To mark the launch, Nike Australia hosted a panel with some of Australia’s top athletes, both past and present, to discuss getting Australian inspired to compete. Led by Fox Sports news presenter Louise Ransome, sporting legends Andrew Johns and Steve Moneghetti were joined on by athletes including AFL player football star Kyah Simon, netballer Kim Ravaillion and skater Hayley Wilson, to share their own ‘No Turning Back’ stories.

Research conducted with 50 Australian sporting industry experts, professional and amateur athletes and young people uncovered the pressures Australian kids experience in sport. No Turning Back’ has been designed to challenge Australians to change their current perceptions of sport, and reawaken their love for competing.

The No Turning Back’ campaign will roll out across TV, digital, in-store, out of home and PR nationwide from June 21, 2017.

Credits

Client: Nike Australia Marketing Director: Brant Hirst Brand Communications Manager: Alex Tjioe Advertising Agency: Wieden+Kennedy, Portland USA Creative Director: Alberto Ponte & Ryan O’Rourke Director: Steve Ayson Team: Sara Philips, Alex Romans, David Chathas, Irina Tone, Barrie Wilhelmi, Simone Takasaki, Lisa Johnson, Ryan Craven, Luiza Prata Carvalho & Patrick Gulliford Media Agency: Mindshare

Please login with linkedin to comment

Fashion Wieden+Kennedy

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]