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Creative

Nike's First Just Do It Ad for Germany is a Rousing Anthem

Wieden+Kennedy Amsterdam launches new campaign featuring German version of David Bowie's 'Heroes'

Nike's First Just Do It Ad for Germany is a Rousing Anthem

Nike believes in the unique power of sport to move the world forward. Nike's mission as a company is to bring the world together through sports, to strengthen active communities, and to create equal opportunities for all athletes. However, Germany and many other countries are facing a challenge: kids give up any sporting activity at an alarming rate. To make sport and play regain their importance, Nike dedicates the new chapter of its Just Do It campaign, titled 'Du tust es nie nur für dich' ('You never do it just for yourself') to those communities and athletes that go beyond the next goal or medal. The campaign from Wieden+Kennedy Amsterdam portrays Germany's new heroes and their inspiring stories. The hero spot was directed by John Hillcoat through Serial Pictures x Somesuch.

While many people see athletes winning and competing, Nike sees heroes who help to advance, enrich and inspire society.

When athletes like Léon Schäfer go beyond their limits, both physically and mentally, they do so not just for themselves, but for a whole generation of athletes and an inclusive sports culture.

When a female boxer like Zeina Nassar fights in a hijab for the first time, she is not doing it for herself, but for a whole generation of girls who dare to pursue their dreams. And when players like Leroy Sané go their own way, they inspire a generation of kids who aim to leave their own footprint on the world.

For 30 years, the “Just Do it” mantra has been a motivational call for athletes everywhere, across all sports, and all levels of play. This new chapter, launched on November 4th, 2019, focuses on local communities and athletes in Germany. Featuring athletes who tell their own inspiring story, the campaign represents this nation’s diversity of sport.

“With 'Du tust es nie nur für dich' we are opening a new chapter for the Nike Brand in Germany, celebrating sports," said Sebastian Niemeyer, brand and marketing lead for Nike in Germany. “For today’s youth sport can have a greater meaning than simply competing and winning. It’s the power to unite, to inspire and to lead change in their communities that counts. Our sporting heroes fuel this passion on the pitch or track and in communities to unlock sport for the next generation of athletes. Sport becomes a catalyst and you never do it just for yourself.”

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Agency

Agency: WIEDEN+KENNEDY AMSTERDAM

Executive Creative Director: Eric Quennoy, Mark Bernath

Creative Director: Craig Williams, Evgeny Primachenko

Art Director: Jeffrey Lam

Copywriter: Alex Bower

Head of Broadcast Production: Joe Togneri

Executive Producer: Jaime Tan

Assistant Producer: Eline De Roo

Group Account Director: Kathryn Addo

Account Director: Franky Wardell

Account Manager: Margot Paquien

Planning Director: Reid Schilperoort

Planner: Alex Janneau

Head of Comms & Digital Strategy: Dani Pak

Comms Planning Director: Elsa Stahura

Studio Director: Lizzie Murray

Motion Designer: Soren Danielsen

Lead Motion Designer: Gustav von Platen

Studio Artist: Noa Redero

Project Manager: Caroline Kosse

Business Affairs: Michael Graves, Marie Hernandez

FILM PRODUCTION

PRODUCTION COMPANY: Serial Pictures x Somesuch

Director: John Hillcoat

Director of Photography: Philippe Le Sourd

Additional Photography: Benjamin Loeb

Managing Director: Seth Wilson

Producer: Fran Thompson

Production Manager: Hannah Fowles-Pazdro

Production Designer: Marco Bittner Rosser

Costume Designer: Natalie Humphries

Sports Choreography: Andy Ansah

Production Service

Service Company: Anorak

Edit

EDITING COMPANY: Trim Editing

Editor: Ross Hallard, Tom Lindsay

Edit Producer: Tatyana Alexandra

AUDIO POST

Audio Post: Grand Central Recording Studios

Sound Designer/Mixer: Raja Sehgal

MUSIC

Artist / Title: 'Helden' By David Bowie

Written by: David Bowie & Brian Eno

Arranged by: Hans Zimmer

Music Company: Courtesy of The RZO Companies, Sony ATV and Universal Music Publishing

POST PRODUCTION

Post: Glassworks Amsterdam

Flame: Kyle Obley

VFX Supervisor: Kyle Obley

3D: Darren MacPherson, Matthijs Joor

Nuke: Maxence Peillon

Executive Producer: Chris Kiser

Post Producer: Dave Moore

Grade

COLOUR GRADING: MPC

Colourist: Mark Gethin

Color Assist: Nate Seymour

Executive Producer: Meghan Lang

Color Producer: Diane Valera

Category: Clothing and Fashion , Sportswear

Genre: Music performance , People , Storytelling