NIKE - DREAM CRAZIER
Leoni Schmidt
Created on June 13, 2021
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Transcript
Analysis of the
Nike - Dream Crazier Campaign
Leoni Schmidt Class 11.3
does the advertisement fulfill its purpose?
Campaign informations
Print advertisement
Video advertidsement
The Brand NIKE
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
Emotions - Gets viewer invested- Sets mood for advertisement- Shows seriousness of video and messageTechnical information and impact- Closeup shots >Draws eyes to face >Showing emotions clearly- Medium closeup > Is directing the eye > Shows surroundings
Analysis
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 surroundingsShots from above- could show the vulnerability of the player
Next
Et Les Femmes? -> And women?Pourquoi Pas Les Femmes -> Why not women?
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 menMetaphor :-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
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
Return
- 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 conveyColors :Black- power -controlWhite- hope - honesty
Print advertisement
Return
lead text
Lighting- Light sets female athlete in the foreground- Light makes the person look heroic- Light enhances facial expressionColor-Black > power > control > gives advertisement more depth- Green > growth- White > hope > honesty
key visual
logo
slogan
- viewer agrees with message- viewer apprecheates company- viewer is more likely to buy products from Nike- viewer shares advertisement on social media
Reception Theory
- neither argees nor diagrees with message- viewer won't share oppinion on the advertisement- viewer won't share advertisement on social media
negotiated
- 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
oppositional
dominant
Brand awareness increased.
Positive feedback from a variety of people on social media.
Raised people's awareness on the issues of women's rights and gender equality.
Sales have been incresed.
The assumption of Nike changed in a positive light.
What was achived with the dream crazier campaign ?
Thanks!