Nike Choose Go
In a pitch to Nike for the launch of a new shoe, I played a significant role in the concept and art direction of the final creative and presentation deck. Nike wanted to see a stunt or large event including a shoe trial in Chicago to convince young female runners to "Choose Go". The idea stemmed from pin-pointing shared running obstacles, that eventually boiled down to: making excuses. We all do it... we make up excuses for anything we don't want to do. We'll tell ourselves anything to get out of a task, no matter how silly. These excuses became the center of the entire concept and event: A million excuses. One reason to Choose Go.
Demonstrating how ridiculous excuses are, we begin with a stunt to close all Chicago retail stores the day before the shoe launch, just because we "didn't feel like it". Runner reactions can be likened to how they feel when they skip out on their own runs and make excuses. Online chatter and signage around the city would drive people to our event space where they would be confronted with a giant wall of excuses, could try on the shoe, run an obstacle course designed around fanciful excuses, and even get a custom shoe insert printed with their personal excuse. In the weeks following the launch, Nike would engage with runners through social listening and NRC push notifications, encouraging them to ditch their excuses.
The takeaway: Runners are hit with the reality that their excuses are just that, excuses, and they can be overcome by choosing go.
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