Nike 'how I fight' by Wieden & Kennedy Amsterdam

3.1 46 Votes

Athletes use their bodies as weapons in the latest Nike South Africa campaign, created by Wieden & Kennedy Amsterdam. The TV ad is set in Cape Town and directed by Joaquin Baca-Asay.

The ad aims to persuade people to fight on the sport field as an alternative to violence and to use their body as a weapon to bring about positive change in their lives.

The spot compares an athlete's body with a gun, arranging a series of sporting activities into the three stages of firing a gun: loading, aiming and firing.

A track athlete locking into his blocks becomes the gun being cocked, a shot of a diver hitting the water becomes the bullet entering an apple and finally a steaming footballer on a cold day is the smoking gun.

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Released: 01 July 2007

Credits

Agency
Wieden & Kennedy Amsterdam
Client

Nick Lewis, marketing director Nike, and Marc Patrick, brand communications manager Nike
Creative directors
Alvaro Sotomayor, Sue Anderson
Art director
Sezay Altinok
Copywriter
David Smith
Media agency
MindShare

 

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