Nike: SHINE

Credits & Description:

Category: Best Localised Campaign
Advertiser: NIKE
Product/Service: NIKE SPORTSWEAR
Agency: VILLARROSÀS
Date of First Appearance: Dec 24 2010
Entrant Company: VILLARROSÀS, Barcelona, SPAIN
Creative Director: Oriol Villar (Villar-Rosàs)
Creative Director/Copywriter: Isahac Oliver (Villar-Rosàs)
Art Director: Nacho Ginestra (Villar-Rosàs)
Art Director: Oriol Gil (Villar-Rosàs)
Producer: Melanie Andrada (Villar-Rosàs)
Account Manager: Juan Badilla (Villar-Rosàs)
Media placement: TV - A3, Barça TV, Cuatro, La Sexta, La Sexta 2, La Sexta 3, La Siete, Marca TV, Neox - 24/12/2010
Insights, Strategy & the Idea
When sportsmen lift a country.
Insight: 2010 was a year of a deep crisis for Spain and lead to many doubts about the country’s potential. Doubts that were only swept away by the never ending list of international victories achieved by our sportsmen.
Strategy: Energise the whole country through the values of sport.
Idea: Send a message to the Spanish people encouraging them to shine in the same way as the country’s athletes. The sportsmen chosen to relate this message were the three greatest Spanish althletes of the year: Pau Gasol, Andrés Iniesta and Rafa Nadal.
Creative Execution
CREATIVE EXECUTION
An inspiring message in which Nadal, Gasol and Iniesta cite all the achievements made by Spanish athletes in 2010, the worst year of the crisis. The message ends by encouraging the Spanish people to give the best of themselves in everything they do, using the values of sport as motivation.
The video lasts 1 minute and was aired on the biggest national TV channels, seconds before the most anticipated end-of-year moment: The Christmas Speech by the King of Spain.
A few days earlier we ran a teaser in national newspapers and across social networks to generate the expectation the main message deserved. After the launch, we continued transmitting the message in TV, print, online media and at events such as the San Silvestre Vallecana 10km race in Madrid.
Results and Effectiveness
RESULTS AND EFFECTIVENESS
We chose the best role models and the best time to use them.
We reached a maximum audience by airing the message just before the King’s Speech across all the national TV channels at exactly the same time.
We achieved similar success on the internet: one million views during the first two weeks.
Moreover, the press was covering the message as part of the news, and the campaign was discussed in all the main media.
The message moved and inspired. It reached people emotionally and motivated them. And of course, it was a viral hit.