NIKE - DREAM CRAZIER

Analysis of the

Nike - Dream Crazier Campaign

Leoni Schmidt Class 11.3

The Brand NIKE

Campaign informations

Video advertidsement

Print advertisement

does the advertisement fulfill its purpose?

NIke as a Brand

The Name Nike is based on the Greek goddess Nike ------> translates to victoryHeadquarters: Beaverton, Oregon U.S.Founded: January 25, 1964, as Blue Ribbon Sports ------> became Nike Inc. on May 30, 1971 Founders: Bill Bowerman and Phil KnightProducts: Sports equipment, Sportswear, sports and leisure goods

Campaign Informations

- Created by Emma Barnett and Axel Romans - Directed by Kim Gehrig - Campaign was created for and first shown at the Oscars - Involves many international female Athletes - sets light on the unequal and discriminating treatment of female athletes - Inspires women to follow their dreams even when people say it's crazy

Next

NIKE - DREAM CRAZIER

- Female target audience- allows easy connection to the female viewer - Marketing techniques : >Emotional appeal >Storietelling - Clips aren't staged

Next

Analysis

Emotions - Gets viewer invested - Sets mood for advertisement - Shows seriousness of video and message Technical information and impact - Closeup shots >Draws eyes to face >Showing emotions clearly - Medium closeup > Is directing the eye > Shows surroundings

Next

- Clip shows Women standing up for themselves - Commentators suporting narators massege - Narrator lists stereotypes against females - Narrator paints shown images as bad Medium closeup longshots - Is directing the eye - Shows surroundings Shots from above - could show the vulnerability of the player

Next

The clip shows a woman running an all men marathon under a male assumed name. Turning point- Women pulls away from men and starts running the marathon with men Metaphor : -Women challenging the rules of the sport and changing them. -Women achieving something that nobody else did before -Women fighting for equal treatment in sports

Et Les Femmes? -> And women? Pourquoi Pas Les Femmes -> Why not women?

Next

- Shows the crowd cheering the women on - Women winning and achieving - Shows women being passioned and eager to change and win sports - Shows Milestones for female sport Message: - Every female can change sports - Women can challenge the rules - Every Woman can anticipate in sports

- Williams is the narrator- Clip begins with an ambitious look - Showing narrator hitting a ball - Shows strength emotionally and physically - music intensifies after the hit > gets viewers attention - after hitting the ball it cuts to the message that the advertisement wants to convey Colors : Black - power -control White - hope - honesty

Return

Print advertisement

Return

Lighting - Light sets female athlete in the foreground - Light makes the person look heroic - Light enhances facial expression Color -Black > power > control > gives advertisement more depth - Green > growth - White > hope > honesty

key visual

lead text

logo

slogan

Reception Theory

negotiated

oppositional

dominant

- viewer doesn't agree with message- viewer wants to boycot company -viewer won't buy Nike products - viewer doesn't share advertisement on social media

- neither argees nor diagrees with message- viewer won't share oppinion on the advertisement - viewer won't share advertisement on social media

- viewer agrees with message- viewer apprecheates company - viewer is more likely to buy products from Nike - viewer shares advertisement on social media

What was achived with the dream crazier campaign ?

The assumption of Nike changed in a positive light.

Brand awareness increased.

Positive feedback from a variety of people on social media.

Sales have been incresed.

Raised people's awareness on the issues of women's rights and gender equality.

Thanks!