My Headline & Story
Headline: A Run To Remember
Story:
Bill Bowerman, a track and field coach at University of Oregon, was a firm believer that footwear was a very important factor when it came to track and field. Because of that, he liked to optimize his runners’ shoes and would frequently make them try out different models and styles. He would take his students in search of the perfect shoe, the shoe that would improve their performance and make them run as fast as they possibly could.
While teaching at UO, Bill met a student he became fascinated by, Phil Knight.
Phil not only excelled in track and field but he also shared Bills love for athletic footwear. Their common interests eventually brought them closer and they became friends.
It wasn’t long before Phil and Bill began talking about the possibility of opening a business together. They both wanted to put all of their footwear knowledge into something that could benefit others. However, they were both laughed at by every investor they mentioned their idea of opening a shoe store to. The investors would say there were already more than enough shoe stores around and would shut them off immediately.
Their next big idea since they had no money to start a shoe company on their own, was to import shoes from Japan into the US. Phil would initially sell these shoes out of his car. Both Phil and Bill started noticing demand for their shoes and that’s when Bill decided it was time to design his very own shoe and see if people would actually buy it.
When the design dropped, Phil and Bill were amazed by how successful their shoes turned out to be. Everyone wanted a pair. They even sold out twice in two weeks.
Finally, after dreaming about it for years and not ever giving up, Phil and Bill got to do what they loved and felt passionate about and ended up creating the brand famously known as, Nike.
This is Nike’s run to remember. Its history. What's yours?
Summarized Version
Bill Bowerman, a track and field coach at University of Oregon, was a firm believer that footwear was a very important factor when it came to track and field. When Bill met Phil Knight, a student and skilled runner who shared the same love and passion for athletic footwear as himself, they started talking about business. After being rejected by numerous investors, Phil and Bill realized they had to take a different approach to jump- start their business. This is when Phil had the sudden idea to start importing sneakers all the way from Japan, an idea that Bill didn't love at first. They sold their imported shoes out of Phil's car for the first few months. When sales began to increase, Bill decided it was his time to shine. He was going to design their next product, a running shoe. The moment their new shoe model dropped was the moment their entire lives changed. It marked the beginning of Nike's story. They had created something that, in time, would become bigger than they could have ever imagined.
This is Nike's run to remember. What is yours?
My Graphics & Designs
Main Poster + Body Copy
My Process
Brand options
- Nike
- Ben & Jerry
- M&M
- Disney
- Hermes
- Chanel
- Prada
- Pepsi
- Coca Cola Company
- Hershey company
Word Bank
- History
- Believe
- Sacrifice
- Champions
- Superiority
- Brightness
- Loud
- Serious
- Competitive
- Motivating
- Positive
- Inspiring
- Urgent
- Encouraging
- Powerful
- Persistence
- Resilience
- Distinct
- Bold
- Ambitious
- Dare
- Groundbreaking
- Impact
- Convincing
- Confidence
- Challenge
- Adrenaline
Nike Ad Headlines (for inspiration)
- “You are traveling through another dimension” (no limit, passionate, interactive, creative, bold, crazy dream)
- “You can’t be stopped” (confidence, success, win, passionate, aspirational, ambitious)
- “If they think your dreams are crazy, show them what crazy dreams can do”
- “Believe in something, even if it means sacrificing everything”
- “It's only crazy dream until you do it”
- “Hit the ball as loud as you can”
- “Do things history could only dream of”
- “Twice the guts, double the glory”
- “There is no finish line”
- “Find your greatness”
- “Just do it”
- “You can’t be stopped”
- “Stick together”
- “My better is better than your better”
- “The shoe works if you do”
My Headline Ideas
- Unveil your greatness
- Be great with style
- One step at a time is too slow
- Do it with passion
- Do what they say you can't
- You can make dreams reality
- You can make your own dreams come true
- Why dream when you can do
- Ready to change the world?
- Dream it, do it
- Why dream? Just do it
- Why dream just do
- One step closer to your dreams
- Set a trend
- Be a trendsetter
- Crazy dreaming is not crazy
- Turn your crazy dreams into reality
- A step closer to success
- No one can stop you
- Change the game
- We see your greatness
- More than just shoes
- Shoes that make your dreams come true
- Shoes for success
- Add a beat to your feet
- A brand to remember
- A walk to remember
- A run to remember
- Don't get left behind
- Dream big, run far
- Shine bright like a diamond
- Walk/run/roll/slide through life with nike
- Make them look
- Don’t go unnoticed (very straight forward like “just do it”)
- Be the main character
- Stay on trend
- The greatest footprint
Target audience
- Ages 15-40
- Higher-income socio-economic group
- Sports enthusiasts
- People who want to “stay on trend”
A Run To Remember Brainstorm
- A run to remember - everyone has one - many ways to look at it - some people might look at it as “a path you decided to take that led you to the place where you are today, shaping who you are today, therefore it was a memorable run because it made you who you are”, (a more emotional take), or athletes or people involved in fitness could look at it as “even thought we didn’t win, it was a run to remember” (a more literal take)
- Everyone can relate
- Old nike shoes? To portray the aging (remember-memories), if the shoes are old they have history, therefore memories, therefore “a run to remember”
- Vintage looking ad to portray aging as well
- Someone grabbing their shoes in one hand walking next to the sea during sunset?
- Focus on the emotional side of headline, a run to remember as in your story and the path you remember taking to get to where you are (meaningful run)
- A shadow coming out from shoes? Like history coming out of the shoes through the shadow of a person
- Simple, aesthetic, modern, mature design
- “Dim” lighting effect to maybe make it look older? To add to the aging idea
Out Of Home Executions
Billboard 1:
My Process
- Look at other Nike campaigns and see how their different ad designs vary for the same campaign (search greatness campaign by Nike)
- Following the "shadow" design theme I did for my main poster. The shadow represents all the memories created in the pair of shoes. The shoes represent something timeless, that doesn't die and stores the memories. They represent something that you can link with memories. For example, you go to your favorite artists concert and you wore your yellow Nike shoes and someone complimented them. Fast forward 2 years from that moment, if you see those yellow Nikes you wore, you will most likely link them to your memories of the concert and they will bring those concert memories back.
- I drew this on my iPad and then proceeded to add text in Bazaart as well as the Nike logo.
Billboard 2
My Process
- A billboard showing a sequence of baby shoes, toddler shoes, teen shoes, adult shoes to portray a lifetime, someone growing up and different stages in life.
- I relate memories and remembering, to stages in life, and, growth. I wanted to portray this in my billboard. Everyone has a "run to remember" as everyone has a story to tell. I believe there are many ways to look at the phrase "a run to remember". In this specific billboard I wanted to portray the more emotional perspective of the phrase. I wanted to show that the memories you create throughout life end up becoming your life-story, your history, your "run to remember". I wanted to show how important it is to look back at these memories which is why I use the word "remember". It is important to not only look back at memories but also push through to make more memories to someday remember.
Social Media Executions
After going through Nike's Instagram feed, I noticed they use very simple designs for their posts. Most of their posts are pictures of athletes but those that are not are usually a white background and a Nike sneaker or a white background and some fun design. They don't use many vibrant colors and keep it pretty neutral which is what I made sure I reflected in my designs as I wanted to use their tone of voice.
Instagram Post 1
My Process
- One of the posts can be a footprint with the headline inside of the design (a footprint is in a way a physical memory so it ties to the remember/memories theme)
- I used red because it is an intense color that attracts attention. To balance the design and follow Nike's tone of voice, I used a white background and black for the writing. I tried to keep it simple with the design and the colors just like Nike does on their Instagram.
- I looked for a "footprint" of a Nike sneaker I liked and I drew it and then added the headline. I didn't want to add any more text because Nike doesn't do that.
Instagram Post 2
My Process
- Girl shadow coming out of shoe. An image targeted more towards the athlete audience. Consistent with Nike’s Instagram tone of voice.
- I'm trying to follow the "shadow" theme I used for the poster and one of the billboards to tie it all together. A shadow coming out of Nike shoes. This time it is targeted to athletes as the shadow is playing basketball.
- I'm not sure if I like the headline inside of the shadow or if i'd rather just keeping it simple so I added both options below.
- I made the Nike logo at the bottom red to highlight it in a way and bring attention to the fact that the ad is from Nike.
Instagram Post 3
My Process
- A Nike shoe fading away. Make it look modern and more futuristic. The shoe can have bright colors to create contrast with the background.
- Add the headline in a very simple way with simple font.
- The shoe fading away represents how memories fade away and how they are not physical
- The faded shoes can also represent memories since the faded effect can be used to portray the past, meaning that the faded shoes are from the past, therefore memories.
Radio Written Execution
Phil: To those who’ve ever had someone question their dreams…We want you to know that your dreams are NOT crazy.
Phil: In fact, they are very possible…
Billl: How do we know this?
Bill: Well, because that’s precisely how Nikes story began, as nothing but a big dream.
Phil: Dreams are made to be pursued and at Nike our goal is to make that run memorable.
Bill: Let us be a part of your journey. Write your story with Nike.
Announcer voice: Get the latest from Nike by visiting Nike.com. Order within the next few days and use the code RUNTOREMEMBER to get 20% off. Start your story, create your beginning, wear Nike.
(short pause, background music plays a little louder, then it turns down and the announcer speaks again, female voice)
Announcer voice: What’s your run to remember?
My Process
- 10 seconds = 25 words, 15 seconds = 35 words, 30 seconds = 40-75 words, 60 seconds = 125-140
- CALL TO ACTION (ex. Call us now at 800-555-1212 to order yummy pizzas at 50% off., Go to www.puppies.com, sign up, and receive your free subscription to Puppy Toys Magazine.)
- I will do a short, straight to the point radio spot as Nike’s tone of voice is simple. Because my story is about the creating of Nike and it’s founders, I decided it would be fun to use those two characters (the founders) as the announcers in my radio ad. Phill and Bill are the founders of Nike and they will be the ones presenting the ad to make it more personal. Talking about their experience about how they made their dreams reality and how you can do it too.
- Phil Knight and Bill Bowerman are the founders of Nike and the main characters of the story for this campaign
