I love the new #makeitcount campaign from Nike. Big and bold; pure brand. Challenging, unapologetic and inspiring; classic Nike.
The personal hand written messages feel unexpected – like the athletes themselves are speaking to you of their personal sacrifice and determination to make it count. It makes the inclusion of the twitter hash tag and the athletes @names so much more natural.
That’s the balance that these ads strike so well. Yes, it’s about the top athletes staring out in a moment of no pain no gain. But it’s not sealed off – there’s a thread if you want to take it and join in. Just tweet from here or include #makeitcount and you’re part of it.
The pledge is technique that green or social brands use a lot to try and create behaviour change. But they often have a layer of worthy around the action that gets in the way, feels too directional and detracts from the power of the pledge. Here Nike have used the pledge in such a open, bold, unworthy fashion. The result is you just want to get involved…
