Wieden + Kennedy launched three Olympics commercials for the Opening Ceremony. The sneaky inclusion for founding client, Nike (who is not an Olympics sponsor) was called Find Your Greatness.
Find Your Greatness is very clever. Of course, the creative campaign is clever but so, too, is the marketing tactic. This commercial is hallmark Wieden + Kennedy. W + K have made themselves famous for ambush marketing campaigns around major global sporting events. It avoided any mention of London 2012 and the Olympic rings to enable Nike to get around Olympic sponsorship restrictions. Instead, the commercial features places around the world with London in their names and local everyday athletes enjoying their sports.
The Wieden + Kennedy office where it all began - Portland, Oregon – also created the hugely emotional, Procter & Gamble corporate boost commercial Best Job, for the Olympics. This follows four child athletes on their paths to the London Olympic Games – each of whom is supported, encouraged and nurtured by a loving mother, every step of the way. Way to reach your major target market, P & G.
Lastly, what would the Olympics be without a memorable sports drink campaign (or three)? Wieden + Kennedy’s Power Through TVC aligns the benefits of Powerade with the line between breaking point and breaking through. A visual powerhouse (pun not intended), this commercial is packed with muscles, tension and a high emotion voice-over underlining the point that extra effort is what differentiates athletes who go home with medals and those who don’t.
They also recently scored 3 out of the 5 nominations for Outstanding Commercial at the 2012 Emmy Awards. These were for Best Job, Procter & Gamble Corporate Brand TVC, Color Changes Everything, Target Spring Apparel, Home & Beauty Products TVC and It’s Half Time in America, Chrysler Brand. W+K has had multiple nominees in the Outstanding Commercial category each year since 2009 and has received a nomination in each of the last six years.
One week later, Wieden + Kennedy London won the pitch for Tesco. the U.K.’s largest retailer.
Close your eyes and say, "Just do it." What do you see? Yes, me too...the Nike tick logo. But hammering brand image statements into people's heads is considered so yesterday now. Is it? Let's find out...