Effortlessly Cool

Nike have done another cool piece of work. Here they have taken a real piece of their company's history, one of determination, grit, innovation and hunger and mythologized it through animation. The Defiant Dozen tells the tale of Athletics West, a team who were to reinvigorate the world of US track and field. 

The protagonists are converted into Watchmen-like vigilantes, doing what they need to succeed, and it is super awesome.

A youtube teaser directs you to the short animated story of the Defiant Dozen on a microsite linking to the Athletics West sportswear range. There is also the option explore the room in which the story begins with your mouse, clicking on the fixtures to explore the catalogue, learn more, and to post via facebook or twitter.

Advertising showcasing real talent, and telling a ripping yarn. 

Snazzbags.

Nike show how its done

About 9 months ago, just before I started posting on the blog, Tom G wrote a post about Nike "just doing cool stuff". They are still doing that, but I think recently what has become more obvious about the "stuff" is that they are very good at finding how their ideas live offline. Chalkbot was the best example, and will do well at Cannes this year (it got nominated anyway), but recently they have also given us the chance to write a message on Wayne's boots, and broadcast messages on the Johannesburg skyline. There is something so much more exciting about these ideas because they allow you to have an effect on the world beyond your computer screen. Let's hope Nike continue to innovate.

Real Stuff is more interesting than screens

We recently came across this presentation from Andy Whitlock which has some good thoughts on how "everything is digital, nothing is digital." His argument is that we enjoy things online more if they are "real". As Faris says, "Do something cool for real people, film it, put it online, tell people about it. repeat."

This applies to the previous post, where arguably real candles would resonate more, and it also perfectly encapsulates the work of some of the brands we feature most on this blog; Red Bull, Nike and Lurpak.

Awesome thing of the week

The latest bit of Nike awesomeness is Nike Grid; a sort of Foursquare/ Nike + mashup. Basically Nike have laid down the challenge to race between phone- boxes in your area, checking in by dialing a unique number. Postcodes are pitted against each other all over London, and are given points for every person completing a run.

I love it because it not only plays into an existing traditional of postcode pride and amateur athletic competition, but it does it in a completely untechnological way. They could have used Nike + but by using phone boxes it becomes universally inclusive. It also effectively lets you race other locals and track your running times- exactly what you can do if you buy Nike +.

It launches on Friday 24th April, and there is more info over at Contagious. So get your trainers ready and good luck beating Tom G and I; the lightening fast E2 team.

Nike just do it again

Nike Woman from edouard salier on Vimeo.

Nike have consistently impressed us with their ability to create awesome content and "do cool stuff". Their latest work, by Edouard Salier (who directed that amazing Massive Attack video) is no exception. Give it a watch and marvel at Nike's commitment to creativity.

The Nike Way

There’s a great article in Revolution on Nike’s approach to marketing which is summed up nicely by the above quote.
Given their approach to advertising it comes as no surprise that they’re venturing into the world of film, as a promotional partner for More Than a Game.

HT MakeTheLogoBigger
Original photo from eightfivezero