Figure 1: adapted from https://effie.org/case_studies/case/2259
It was during the 2012 London Olympics when Nike launched an advertising campaign with this inspiring slogan “FIND YOUR GREATNESS”. I am a Nike enthusiast so I always keep track of what the company is promoting. When I first saw this advertisement in 2012, I remembered that not only was I impressed by the company’s innovative idea, my mother also found it exceptional. As a sports equipment company which provides its customers with a professional image, Nike has delivered an entirely new idea during this campaign.
In the short video featuring “everyday athletes” from all over the world including South Africa, Jamaica, China, to name just a few, the company is likely to convey a message that everybody, whatever your race, body size or physical strength are, can be the winner of yourself once you strive to excel on your own term. That is the insight behind Nike’s “FIND YOUR GREATNESS” campaign, a touching slogan which motivates all of us to try our best, to keep ourselves in pursuit of our own greatest limit. The campaign tells us that we do not need to be physically nor technically amazing, as long as we try to do our own personal best. As many people may feel ashamed of themselves if they are not in good shapes, or think that the ideas like “greatness” or “achievement” are reserved for those talented. But this time, the world’s most valuable sports brand tells us that these ideas are not exclusive for the “chosen few people”, but every one of us.
The above photo which named “The Jogger” is captured from one of the campaign advertisements. We can see an obese boy jogging and swearing in Nike athletic clothing, and there is a narrative behind saying “Greatness, It is just something we made up.” Many of us may have an idea that “greatness” is a gift reserved for the chosen few. The rest of us can only stand there and be the audience of those super star, prodigies. But now we can forget about this since greatness is not some rare DNA strand, or inborn. It is as usual as breathing actually.
It was during the 2012 London Olympics when Nike launched an advertising campaign with this inspiring slogan “FIND YOUR GREATNESS”. I am a Nike enthusiast so I always keep track of what the company is promoting. When I first saw this advertisement in 2012, I remembered that not only was I impressed by the company’s innovative idea, my mother also found it exceptional. As a sports equipment company which provides its customers with a professional image, Nike has delivered an entirely new idea during this campaign.
In the short video featuring “everyday athletes” from all over the world including South Africa, Jamaica, China, to name just a few, the company is likely to convey a message that everybody, whatever your race, body size or physical strength are, can be the winner of yourself once you strive to excel on your own term. That is the insight behind Nike’s “FIND YOUR GREATNESS” campaign, a touching slogan which motivates all of us to try our best, to keep ourselves in pursuit of our own greatest limit. The campaign tells us that we do not need to be physically nor technically amazing, as long as we try to do our own personal best. As many people may feel ashamed of themselves if they are not in good shapes, or think that the ideas like “greatness” or “achievement” are reserved for those talented. But this time, the world’s most valuable sports brand tells us that these ideas are not exclusive for the “chosen few people”, but every one of us.
The above photo which named “The Jogger” is captured from one of the campaign advertisements. We can see an obese boy jogging and swearing in Nike athletic clothing, and there is a narrative behind saying “Greatness, It is just something we made up.” Many of us may have an idea that “greatness” is a gift reserved for the chosen few. The rest of us can only stand there and be the audience of those super star, prodigies. But now we can forget about this since greatness is not some rare DNA strand, or inborn. It is as usual as breathing actually.