Nike Creative Brief

According to the website http://www.dalyataman.com/portfolio/nike/nike.pdf

"Nike Creative Brief By Dalya Taman

Project Description/Overview

The goal of the advertising is to stay the worlds leading supplier and bring in a “normal” crowd as opposed to famous athletes. Also, to show purchasers that they can achieve anything they set their minds to and Nike will help them do it.

Objection:

-Bring out the Athlete in the younger generation -Nike is for everyone -Goal: Increase Athleticism

Copy Strategy

Advertising will convince regular athletes that Nike will help produce optimal performance

Who are we talking to?

-Primary: Teens and young adults -Secondary: Parents, Grandparents

What are they like?

They are motivated individuals who love a challenge. They never settle for anything less than their best and always want more. They are hardworking and put all that they have in everything they do. They have heart and they know how to work well in a team.

What’s the main idea we’re trying to convey? Nike Attire & Equipment will leave you feeling like a famous athlete. The way it fits and the way it looks will make people turn heads and wonder “who is that?!” Nike will make you feel like you can do the impossible and it will be easy doing it.

What supports this idea? -Elite Athletes wear Nike -Nike also sponsors Athletes -Nike has a huge variety of products for all your sporting needs

Competition

Any other sporting brand will be the competition.

Emotional/Psychological Barriers- Negative Perceptions? -“Nike is too expensive” -“I’m not good enough to wear Nike”

Brand History

Nike is a publicly traded sportswear and equipment maker based in the United States. The company is headquartered in the Portland metropolitan area of Oregon, near Beaverton. It is the world's leading supplier of athletic shoes, apparel and sports equipment with revenue in excess of $16 billion USD in 2007. As of 2008, it employed over 30,000 people world-wide. The company was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and became Nike in 1978. The company takes its name from Nike, the Greek goddess of victory.

What’s the brand personality?

Energetic, fun, athletic, agile, strategic

What’s the tone of the advertising? Fast paced, welcoming, Energetic

What are the execution mandatories?

• Film/photograph on an athletic site (track, field, court)

• Show regular athletes in the brand excelling in whatever sport they do (no famous athletes)

• Show a range of people from kids to teens to young adults

• Keep the swoosh logo and tag line “just do it”

What is the Production Schedule?

New concept presentation March 28

Revisions/approvals March 29-April 1

Bidding April 4-June 13

Estimate Approval April 14-15

Casting April 18-26

Casting Approval

April 27-29

Shoot May 3- 7

Edit/approvals May 10-22

On-air May 30 (based on

approvals)

What Business are we in?

Developing athlete potential

Brand Value

The impossible is possible."