{"id":10748,"date":"2019-03-18T16:20:45","date_gmt":"2019-03-18T10:20:45","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=10748"},"modified":"2019-03-18T16:22:06","modified_gmt":"2019-03-18T10:22:06","slug":"nike-dream-crazier","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/nike-dream-crazier","title":{"rendered":"A CLOSER LOOK AT NIKE’S “DREAM CRAZIER” CAMPAIGN"},"content":{"rendered":"

By FARHAT ZISHAN<\/strong><\/span><\/p>\n

Nike has done it once again. Massive uproar on social media talks all throughout the town and sparking major conversations across all media platform. The company’s latest campaign “Dream Crazier” highlights all the accomplishments of women athletes, namely, Chloe Kim, the snowboarder who became the first female to land a Frontside Double Cork 1080; Ibtihaj Muhammad, the Olympian fencer who became the first woman to wear a hijab in competition during the Olympics; and not to mention, the narrator herself \u2013 Serena Williams.<\/span><\/p>\n

The ad debuted on the festive night of this year\u2019s Academy Awards and depicts all the numerous stereotype remarks that women usually face; in context of all the athletes portrayed. \u201cIf we show emotion, we\u2019re called dramatic,\u201d she narrated. \u201cIf we want to play against men, we\u2019re nuts. And if we dream of equal opportunity, we\u2019re delusional. When we stand for something we\u2019re unhinged. When we\u2019re too good, there\u2019s something wrong with us. And if we get angry, we\u2019re hysterical, irrational, or just plain crazy.\u201d Created by Emma Barnett and Alex Romans at Wieden & Kennedy Portland, and directed by Kim Gehrig through Somesuch, the work serves as an epitome in terms of highlighting female athletes who have broken barriers, brought people together through sport and inspired the next generation time and time again.<\/span><\/p>\n

With feminism and women empowerment being some of the most talked about terms of the recent days, the ad is in perfect alignment with the current target group\u2019s emotions and rationale. The campaign\u2019s predecessor \u2013 \u201cDream Crazy\u201d, starring Colin Kaepernick had gone haywire; sparking massive. While the new campaign has successfully managed to steer far away from the social media backlashes. Instead, it got appreciated by the target consumers for being blunt and precise with the core message. Because the ad constantly reminds us how feats like a woman running a marathon, boxing, dunking, coaching an NBA team or \u201cwinning 23 grand slams, having a baby, and then coming back for more\u201d were all considered crazy \u2014 until somebody did it.<\/span><\/p>\n

According to Nike\u2019s press release, Dream Crazier seems to be the pedestal standing on which the previous generations of athletes are about to take the step forward – “The year-long journey to inspire the next generation of athletes to Just Do It enters into its next phase with the Dream Crazier spot”. It also mentioned, “Nike continues to champion female athletes and change the game for women in sports as it has for more than 40 years\u2014inspiring and enabling female athletes of all levels to achieve their potential in sport and fitness.”<\/span><\/p>\n

The company has already adopted a very well thought out, strategic move by launching the campaign during the Academy Awards, one of the most-watched TV events of the year, was a strategic move by Nike, as it was likely able to reach a wider audience base on cable TV. This year’s Oscars broadcast saw ratings rebound, with an audience of 29.6 million, according to Deadline. Viewership was up 12% over in 2018; which certainly proves that Nike has already been able to give the new campaign certain leverage in terms of getting it closer to the right audience.<\/span><\/p>\n

[ot-video]<\/span>