Nike work supports 'Run London'

Wieden & Kennedy has launched its latest work for Nike: a TV and

print campaign to support Nike's 'Run London' ten-kilometre race on 22

July.



The creative work, launching on 14 April, is based on the premise that

participants need three months to train to get fit enough to go the

distance.



The campaign challenges runners to beat their nemesis or running alter

ego. Each month is given a particular personality: April is lazy, May is

schizoid - not knowing whether to go on or stop - and June is an

over-eager psycho. July is a fully fit runner.



The TV spot features the animations of Andy Smith showing how the

personalities of each running month will affect those bitten by the

running bug. For example, in May an animated running man is shown to be

keen but weak as he sets off on a run straight into the kebab shop.



The visual for the print campaign is copy-led, with the animated man

used as a tease vehicle with no Nike branding for the first week of the

campaign in print and outdoor.



Executions launch the idea of the months across a variety of media

including TV, radio, tube cards, outdoor, new media and print.



The campaign, created by W&K with Treatment used as external concept

creators, will run over four months.



'We wanted to look outside the normal agency world and try to understand

what would motivate people to get up and run,' W&K's creative director,

Tony Davidson, said. 'We knew that Roger Beckett of Treatment was a keen

runner and would therefore bring an interesting perspective to the

campaign.'



Jack Gold, the head of brand communications at Nike, added: 'This

campaign will hopefully be the catalyst to get London running. Wieden &

Kennedy has developed a persuasive and arresting campaign that works

brilliantly across different media.'



The ads were written by Roger Beckett and Matt Follows. Art direction

was by Andy Smart and Chris Groom. Kim Papworth and Tony Davidson were

the creative directors and production was through Private View. Media

was planned and bought by MindShare.



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