Make Room was Netflix’s first brand campaign focused on diversity and inclusion.
The messaging is a celebration of the diverse voices - including storytellers, actors, directors, producers - and unique stories behind Netflix’s programming.
We worked with an incredible array of talent to bring the campaign to life - Malik Vitthal (Director), Uzo Aduba (Orange is the New Black), Yalitza Aparicio (Roma), Hannah Gadsby (Nanette), Sunita Mani, Marianna Palka, and Britney Young (Glow cast).
The campaign launched in February 2019 on social with a :60 film and was supported with behind the scenes content around the importance of diversity in the entertainment industry, as well as press and interviews with Vernā Myers, Netflix’s VP of Inclusion Strategy.
The current generation of Russians is different from any other (April 2018). Born in Russia, rather than the Soviet Union, they grew up in a new country, forging a new path. It is a generation that does not ask, they simply do.
For the 2017 Russia World Cup, the Never Ask campaign celebrated this spirit across all sports and followed the inspiring stories of young athletes who are redefining what it means to do sport in Russia.
If Elena Fedoseeva had asked, they’d have told her blind women can’t be runners.
If Aleksandr Maltsev had asked, they’d have told him males aren't allowed to compete in synchronised swimming in the first place, never mind win multiple gold medals.
We created Instagram GIFS and interactive Instagram Stories with local influencers and athletes.
We helped design a giant sport center in Moscow’s Gorky Park.
We took to the streets to celebrate the spirit of the 'korobka' - the football cage where most Russian kids learn football. We posted 241+ street murals across Moscow korobkas that, when stitched together, became an animated film telling the story of a young footballer with big dreams for the future.
The Ball Makes Us More campaign celebrated the special relationship between Futbol Club Barcelona and its supporters.
The campaign visual style was inspired by the grid layout of the city of Barcelona, a system that was designed and built in the mid-19th century by urban planner Ildefons Cerdà and remains a unique staple of Barcelona.
We worked with several local production partners/talent and award-winning cinematographer Wally Pfister (best known for Inception and The Dark Knight) to bring the campaign film to life.
For 46 years, the Dutch women’s national football team have been called Oranje Leeuwinnen (meaning The Orange Lionesses in Dutch). And for 46 years, these Leeuwinnen played with a lion on their chest.
Ahead of the 2017 UEFA Women’s European Championship, which was hosted in the Netherlands, we worked with the Royal Dutch Football Association (KNVB) and Nike on a campaign to change their crest from a lion to a lioness.
It was an opportunity to put women’s football in the spotlight and an opportunity for the women’s team to carve out their own fierce and bold identity.
The change spread across pop culture. The Dutch Queen Maxima, and even EA’s FIFA Playstation game, adopted it.
Two art directors, two producers, one comms planner and myself proactively collaborated with influencers in the local skateboarding community to bring an indoor skate park to Amsterdam. Noord Skatepark Amsterdam is currently the only indoor skate facility in Amsterdam.
The collaboration grew out of a passion project to bring sport, culture and creativity to the local community.
The process entailed creating business plans, pitching the Dutch city council for funding and pitching Wieden+Kennedy to support the project.
We created everything from the park’s name, brand identity (logo, skate school branding), launch communications and plans, to the actual physical structure and design inside the park.
A look at our team building and painting the park’s interior branding.
We created a bespoke logo for the park’s skateboarding school.
And patches and icons to reward the school’s students for various achievements like balance, confidence, and creativity.
We designed the park’s apparel and social product advertising.
The launch film and social campaign Go Noord captured a sensorial experience of Amsterdam’s sights and sounds from a skateboarder’s point of view. It features Wieger van Wageningen, one of the biggest Dutch skateboarders, as he skates from the south of the city to the Noord of Amsterdam, where the new park is located.
The turnout at the launch party was incredible.
Even Lil Wayne made a visit.
After months of on-the-ground and desk research, we identified several cultural and societal barriers for Russian women who want to participate in sport. One of them being immense pressure to uphold expected gender norms.
That’s when we found “What are boys made of”.
“What are boys made of” is one of the most recognizable and loved songs in Russia. Sung by children and parents from an early age, the song describes how little girls are made of “flowers”, “gossip” and “marmalade”, while boys are made of “fireworks” and “strength”.
Our film and the broader campaign, What Are Girls Made Of, challenged that thinking by reinventing the song’s lyrics to show how girls can also be made of strength, iron, and self-dedication.
The hope was to put Russian women in the spotlight and create a new dialogue around gender norms for women.
We created badges and stickers with the new lyrics.
And captured some of Russia’s strongest female athletes in retail look books and still photography.
Check out the recap and results from the full campaign.
While on research in Istanbul, we found only 10% of women participate in sports (March 2017).
Why?
Some don’t feel safe wearing their workout attire in public. In fact, one woman was attacked on the local bus for wearing workout shorts (March 2017). Some simply consider it more of a distraction between school and familial duties, and others just don’t think sport is for women.
The This is Us campaign encouraged women across Turkey to push beyond those societal and personal barriers and be more active.
Throughout the campaign, we celebrated the unique stories of elite and everyday athletes in Turkey’s emerging sports and fitness scene.
We created personalized retail experiences including training services and events.
The Conductor campaign celebrated the culmination of Kobe Bryant’s 20-year professional basketball career.
For the past 20 years, Kobe had been both a champion and an antagonist, an idol and an antihero. He thrived in the midst of negativity, inviting fans and opponents to bring on their worst and giving them exactly what they wanted in return—the Black Mamba.
As he walked off the court for the last time, opponents and fans finally told him how they really felt.
To launch the campaign, we created a national holiday for sneaker heads and Kobe fans across the globe. April 13 became known as Mamba Day which coincided with the launch of his new shoe collection - the Kobe 11 Black Mamba Pack.
The hero film shows Kobe conducting players and fans through a rendition of Otis Redding’s song, “I’ve Been Loving You Too Long (To Stop Now),” but with slightly different lyrics. Fans and opponents croon the words “I’ve been hating you too long to stop now” directly to Kobe.
Cameos include Hall-of-Fame coach Phil Jackson, 10-time All-Star and Los Angeles native Paul Pierce, former world champion Rasheed Wallace, a flustered Benny the Bull and passionate fans representing nine basketball teams throughout Kobe’s polarizing career.
On the Nike App, we captured Kobe sharing his top tips for young athletes.
In What’s Up With These Shoes, legendary comedian JB Smoove tells it like he sees it on the advancement of Nike SB’s modern skateboarding shoe technology.
The campaign included various short-form social films and 90s-inspired print visuals.
JB on the PRod 9, featuring Paul Rodriguez.
JB on the Dunk Low Pro.
JB on the Janoski Low Pro.
As apart of the print design, we scoured social platforms to find comments about Nike’s shoe technology and had JB respond to each of them.
It’s easy to celebrate the first, the best, the fastest, the strongest and the most talented. But there’s something to be said for those who come in last. Those who fight and struggle the entire way through, but still manage to finish. These athletes face physical and mental barriers that their more skilled counterparts have long left behind. And they push past them. That deserves to be celebrated too.
At the start of the fall ’15 marathon season, we launched a campaign celebrating runners of all levels - whether they were attempting their first, fastest, or farthest run.
We created unique launch windows that coincided with local marathons and running events in six international markets: United States, United Kingdom, Germany, Mexico, China, Indonesia, and Japan.
To kick off the start of the new football season post World Cup 2014, we extended the life of our animated characters from The Last Game.
We launched six short-form films featuring Nike’s biggest football players showing off the latest football training collection and apparel.
High Touch featured Gerard Piqué’s dominating touch in his Tiempo boots.
Fast featured Cristiano Ronaldo running at speed in his Mercurial Superfly boots.
Perfect Kick featured Cristiano Ronaldo making the perfect goal in his new Mercurial boots, the Flash training top and Strike shorts.
Zig Zag featured Neymar Jr. zagging through lasers with his Hypervenoms.
Magic featured Andrés Iniesta surprising the opposition in his Magista boots.
Up featured Wayne Rooney reaching new heights in his lightweight Flash training top.
The Last Game was the culmination of Nike’s 2014 Brazil World Cup campaign - Risk Everything.
It was a fully integrated global campaign that included a 5-minute animated film, real time reactive content, unique XBOX branded destination experiences, and partnerships with ESPN SportsCenter and Google.
To bring the campaign to life, we created a command center in Portland, Oregon for partners to collaborate and react to real-time content in one physical space throughout the tournament. It housed teams from Wieden+Kennedy, Nike, Twitter, Facebook, Google, and Passion Pictures. It was also a production space where we created and directed our animated puppets using CGI technology.
The 5-minute film featured some of the world's greatest footballers (Cristiano Ronaldo, Wayne Rooney, Neymar Jr.) on a mission to save football from the hands of a villainous mastermind, The Scientist.
The idea behind the film was to show the world that Nike believes football should be brilliant, daring and bold.
Within the ESPN partnership, we created 200+ films with commentary from each day’s World Cup match. Every ‘episode’ was hosted by an animated Zlatan Ibrahimovic.
Episode 13 shows Zlatan’s take on the riskiest haircuts from the World Cup.
In partnership with Google, we created the Nike Phenomenal Shot, which showed the world's greatest football players in moments of unpredictable brilliance. Users could capture, remix and share their own perfect shot–all in an immersive 3-D experience that used emerging real-time ad delivery technology.
When Tim Howard blocked 16 shots in the match against Belgium, we created a never-ending loop of him blocking shots for social. This was one of several reactive content pieces.
Shanghai loved the animated characters so much, we helped them produce life-size characters to live at their mall.
