There is a reason that most admen/women want to work for Wieden + Kennedy. Like the Harvard of the Adworld, it is the rejection email that you would pin on your cork board before returning to a brief for a dull local client with little or no budget. For me, I dreamed of working there because of the Nike work they did.
Even pre-NRC, I was fan of the brand, collecting too many sneakers and swoosh emblazoned tanks to count; however, Wieden were able to capture why I loved them, bottling adrenaline into an edit via a consistent empowering message that made you want to go for the gold – whatever that gold was.
The duality in the above’s copy, narrated by the this-is-why-he’s-sexy Oscar Isaac, couldn’t be more on point when it comes to my brain’s dialogue while training. You yoyo between thinking, “A marathon? Who, me?” to “Move, I’m running here, don’t kill my vibe.” The Unlimited You campaign stays true to Nike’s timeless Just do it slogan. It’s about breaking out of the cage you put yourself in, the box that you were assigned to fit into, getting out from under that ceiling that keeps you from rising up to the stars. It’s not about erasing your own limits and lightly brushing away the rubber ashes. It’s about obliterating those limits like they were never there. Every. Single. Time.
The Official Unlimited Manifesto
Everyone has limits right?
A point where you just say
That’s it. Enough. Finito. The End.
But here’s the thing
Limits are only suggestions
And “the end” is just something they put on movies.
Life isn’t about finding your limits
It’s about realizing you have none.
So get up. Get out.
Try something utterly ridiculous.
Practice ’til you’re reported missing.
Challenge the street court king.
Run the length of a river.
Then swim it back.
The only person who can tell you your limits is you
And even then you don’t have to listen.
Just do it.
The campaign also showcases the world’s biggest athletes telling stories about their beginnings and the dedication that goes into the sport they’ve adopted as their calling. There are more shorts like the one above featuring Serena Williams, Mo Farah, Alex Morgan, Ashton Eaton, Allyson Felix, Simone Biles, and others. They’re like confessionals that make these badasses look human.
But it’s not just for the pros. It has spread within the NRC group here too. Our members have shared their own stories about why they joined and what taking up running with the group has done for them. Take a look:
It’s rare to see a brand’s projected image shine through to the people who aren’t sitting in on the conference call when the campaign is being born. Clearly, this idea matches what Nike is selling and doing for its customers since they’re willing to share their own experience & growth via a brand-sponsored club in their city.
Our own Chirine Njeim will be competing in the women’s marathon at this Sunday’s Olympic games, being the first woman to represent Lebanon in the marathon distance. Be it in Rio or on the streets of Bey, athletes are discovering their own unlimited source of power, they’re putting it to the test, and they’re just doing it.