Amsterdam-based creative agency Soursop’s latest work for Nike is underscoring that Pride is for life – not just for June – in a joyful social campaign that celebrates both the pivotal role that sport plays in creating queer joy and the way LGBTQIA+ athletes are redefining the future of sport.

Directed by queer writer-director Abel Rubinstein – best known for critically-acclaimed ITV series Life in Love – No Pride No Sport is made up of two 60-second films following LGBTQIA+ athletes in European capitals. Shot in 9:16, the films mix native content, live action and archive footage for a fresh, fast-paced and inclusive feel to match the subject-matter.

The first episode, set in Berlin, introduces Jarred and Hany, two teammates from the Joy Run Collective – a local LGBTQIA+ initiative for women of colour and their allies to run, support and socialise together.

Says Hany:
“It’s so important to claim your space in this world, but also to share the space with other people.”

Meanwhile, the second episode focuses on Léone and Yassin, two Nike trainers from queer-friendly fitness studio, KAH, in Paris, and how their personal growth within sports has helped them discover their true identities.

“As queer people, we should strive each day in society to be even more assertive, more self-confident.” Says Léone

More about the Joy Run Collective’s story on Nike’s website here
https://www.nike.com/nl/en/a/joy-run-collective

Credits:
Brand: Nike
Campaign: No Pride No Sport
Agency: Soursop (Amsterdam)
Director: Abel Rubinstein
Production Company: Bullion Productions (London)

Hundreds of thousands of young athletes are excluded from regular team sports for the simple fact that they can’t hear the referee’s whistle when it’s blown.

Problem
3.55m Australian adults suffer from some form of hearing impairment.
Which means almost 40% of Australians have difficulty playing team sports because they can’t hear the whistle when it’s blown.
This is a particular problem for children and teenagers, who are often excluded from team sports at all levels, at a time in their lives when belonging is extremely important to them.

Solution
We created an app for the Samsung Galaxy watch that picks up the frequency of a referee’s whistle and sends an instant vibrating alert to the deaf player.
Enabling hearing-impaired kids and athletes to be included in regular team sports.

Result
The app and has been tested in real sports games with deaf players with an 80-100% success rate in controlled outdoor environments.

Credits:
Agency: Leo Burnett, Melbourne
Campaign: Silent Whistle
Advertiser: Samsung
Brand: App for Galaxy Smart Watch

Tags:
Galaxy Smart Watch, Technology, Innovation, Product Innovation, App, Smart watch, Deaf, Sport, Samsung Silent Whistle

Playing the role of an enabler, Adidas invites women to pursue an ongoing quest for personal betterment by overcoming all social and psychological barriers. The campaign reframes ‘Fast’ away from the traditional concept of speed, towards that of a personal feeling and empowerment of being Faster Than challenges that might hold one back from fulfilling their potential.

Celebrating inspirational stories of Saikhom Mirabai Chanu, a Padma Shri Awardee and a World Champion in Weightlifting, Himanshi Goyal, a proponent of body-positivity, and Nishriin Parikh, a 53-year-old professional body-sculptor, Adidas aims to encourage increased participation of women in sport. It seeks to leverage the power of sport to overcome stereotypes, prejudice and adversity, push past barriers, and only focus on the positive impact sport can have on you.

Excited about the launch of the film, Mirabai Chanu, Padma Shri Awardee commented: “In our society, weightlifting has always been perceived as a male-dominated sport, it took a lot of courage to break this stereotype. My success at the international level showcases that sport doesn’t care about gender or stereotypes and for me FAST is all about pushing my limits and unleashing my potential in the quest of becoming the best.”

On the launch of this campaign, Mr Manish Sapra, Senior Brand Marketing Director, Adidas India, said: “At Adidas, sport is in our DNA, and we believe that ‘Through Sports, we have the power to change lives’. As part of our 2020 strategy, we will be focusing on ‘Women in Sport’ to inspire more women in India to take to a healthier life through sport and fitness. We feel sport doesn’t discriminate between genders and the playing field is the same for all. ‘Faster Than’ is the extension of this thought, bringing it to life by focusing on three inspiring stories to break various stereotypes.”

When our athletes fights to move Indonesia’s rank up, we could do our bit to help them with the sport that we do everyday, walking.
Let’s join #JalanTerusIndonesia movement and record your steps.

Indonesians are reluctant to walk, so claimed the 2017 Survey on Activity Inequality by Stanford University. The archipelago ranked last when it came to steps taken per day among 46 participating countries giving it the undesired tag of the laziest nation. Combiphar with its mission of “Championing a healthy tomorrow” wants to help Indonesia shed the tag. The pharma giant partnered with GREY Indonesia and created #JalanTerusIndonesia (Keep Walking Indonesia); a movement to encourage Indonesians to walk more.

Indonesia is hosting the Asian games this August and the fervor around the event is palpable. Leveraging the event, #JalanTerusIndonesia encourages Indonesians to fight to bring up their rank simply by walking more, just as their athletes fight for the countries honor and glory in the games. The campaign has invited Indonesians to participate in the campaign by downloading an application called MoCehat which will count and record the number of steps each person joining the movement is taking.

Working with the INASGOC (Indonesia Asian Games 2018 Organizing Committee), this campaign kicked-off early August with an event consisting of government officials, athletes, Olympians, celebrities, and influencers. Everyone present at the event pledged to join the movement and challenge their friends & family to do their bit for Indonesia.

Visit:

“Championing a healthier tomorrow is our north star and we see #JalanTerusIndonesia as a step in the right direction for a healthier Indonesia” said Junita Kartikasari, VP Consumer and Customer Engagement PT. Combiphar.

“Not every day does an agency get a brief to help inspire and uplift an entire nation, we are excited to partner and bring this bold vision to life” added Subbaraju Alluri, CEO GREY Indonesia & Thailand.

Keep Walking Indonesia

Indonesia, a nation at the very bottom of the world’s walker rank
Together, it’s time to lift the nation’s dignity
If our hearts collectively beat for Indonesia
Why should they walk alone to lift Indonesia’s pride
Isn’t our blood equally red?
And our bones equally white?
When all of our athletes fight hard in the field
Come on, we too can fight for this country
While our athletes are competing in their respective sports
We too can lift Indonesia
Through a sport we are already doing
Every day
Walking
Add more steps
Prove that we are not The Bottom Rank Nation
When all of our athletes fight hard for the Archipelago
We too can carry Indonesia
To walk further and lift Indonesia’s rank
Add 500 more steps everyday

The Team Credits (Keep Walking Indonesia)
Advertising Agency: GREY Indonesia
Client Brand Team: Junita Kartikasari, Afra Amalia, Devy Maulina, Erik Darmawan
Executive Creative Director: Nugroho Nurarifin
CEO: Subbaraju Alluri
Creative Team: Finy Tjong, Juenre Sitanggang, Yohanes Devan Rudinatha, Maria Priscilla
Digital Team: Okky Octavianus Daud, Linda Shafura
Technology Team: Delano Hernaz, Gunawan
Planning Manager: Ilmalana
Business Director: Sawitri Hertoto
Senior Account Manager: Donny Narendra
Director: Luthfi (Upie Guava)
Director of Photography: Wira
Executive Producer: Dayeng
Producer: Tessa Antonis

The promo was created by FCB Lisbon for the National Paralympic Committee of Portugal. It showcased a 28-year old Paralympic runner in one of his practice sessions. The campaign encouraged the general public to express their support for Paralympic athletes by standing by their side instead of pitying them.

Train With Me #NoPity2016 from Campaigns of the World on Vimeo.

The Most Difficult Sport #NoPity2016 from Campaigns of the World on Vimeo.

Stronger Than Fiber #NoPity2016 from Campaigns of the World on Vimeo.

We feel that the digital promo was mesmerizing because of its intimate design. Kudos to the art director for capturing the essence of being a Paralympic runner in such an intricate manner!

Credits
Agency: FCB Lisbon
Creative Director: Edson Athayde, Luis Silva Dias
Art Director: Ian Guimaraes
Copywriter: Victor Afonso
Additional Credits: Film Company: Bro
Director: Mario Patrocinio
Account Executive: Sonia Goncalves

This Ad is about:
Athletes, Portugal, Digital campaign, Rio Summer Paralympics, Brand marketing, Advertising, 3D sound, FCB Lisbon

As the largest group of English athletes ever prepare to leave British shores, npower has created a campaign built upon the universal truth of ‘home support’. Identifying that the more vocal fans there are behind the athletes, the better the performance of the whole team; npower’s Team England campaign looks to galvanise the support of the nation by making CGE’s anthem more accessible for a modern-day fan base.

In 2010, Jerusalem was chosen by fans to replace Land of Hope and Glory over God Save The Queen as the official CGE anthem. However, despite the fanfare around the change, the track has only been used for medal ceremonies. To bring the track up to date and get the entire nation behind Team England, npower and lead sponsorship agency Ear to the Ground and Syco Entertainment to enlist pianist and music producer Tokio Myers – known for his winning performance on Britain’s Got Talent – to modernise the iconic English hymn.

The film shows snippets of people humming a tune in everyday situations – making tea, in a changing room, at work and in the shower, demonstrating the way an earworm spread and highlighting the fact that although the nation knows the song, they don’t necessarily know the words – before the camera drops to reveal a radio playing the official track, and finally cuts to the Abbey Road studio, revealing Commonwealth Silver medallist and star of The Voice UK Jazmin Sawyers singing onstage.

Recorded at London’s famous Abbey Road Studios, the 23-year-old Law graduate, who won silver at 2014 Commonwealth Games in Glasgow with a 6.5m leap, was accompanied by a 54-piece orchestra and full choir. The long jumper was joined by teammates including Max Whitlock, Ellie Robinson, Jack Laugher and Lois Toulson, before they all head down under in advance of the official opening on 4th April. The track was released on the 16th March on radio, VOD and Spotify, Jazmin and Tokio hope the rousing rendition will spur on fellow Team England contestants to glory.

The film will go out across VOD, Radio and OOH and will include social media activity on the ground in Australia as the athletes prepare for the games to start.

npower’s Head of Marketing, Ed Madden said: “For many of our athletes, the Gold Coast 2018 Commonwealth Games will be their first experience at this level and far away from many of their fans, family and friends when they need them most. By reimagining Jerusalem, we want to give athletes the ultimate power of support whilst competing away from England. We’re extremely proud to be supporting Team England at such an exciting time for the Commonwealth Games. As the only major event to feature able-bodied and para-athlete competitions together and an equal number of medal events for men and women, it particularly resonated with us. It celebrates the best of sport where diversity and equality are embraced and celebrated. That was such an important factor in npower’s support for the Superhero Series and our partnership with Commonwealth Games England raises this to another level.”

FCB Inferno EVP, Sharon Jiggins, added: “Our creative approach was to bring the power of support to life by featuring people in their homes, in their cars and in their places of work getting behind Team England. They might not know all the words to Jerusalem but that’s not going to stop them being vocal in their support.”

Credits:
Brand: npower
Creative agency: FCB Inferno
Creative partner: Al Young
Creatives: Gerard Roda, Vivien Decombe
Strategy Director: David Jackson
Executive Vice-President: Sharon Jiggins
Senior Account Director: Jo Sweeney
Account Director: Kirsten Barnes
Agency Producer: Hanna Davis
Director: Alvaro Ramirez
Editor: Nick Parish
Post production Company: Unit
Sound house; Unit

This article is related to:
npower, FCB Inferno, England, ATL campaign, Creative, Sharon Jiggins, Abbey Road Studios, Jerusalem, Athletes, CGE anthem, 2018 Commonwealth Games, Gold Coast, Digital Campaign

“Nike’s employees and athletes believe that sport has the unique power to unite people and inspire change – and they believe Nike’s role is to be in the game, to never sit on the sideline,” the release notes.

Nike Equality

Equality: Behind The Scenes

“Equality” features appearances from athletes LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas and Victor Cruzset. It also includes voiceover and an appearance by actor Michael B. Jordan, who we’ll always remember as 16-year-old drug dealer Wallace on The Wire. Jordan appeared in last October’s “Against The Wall” police brutality PSA from Harry Belafonte‘s social justice nonprofit Sankofa.

Source: slamonline

Credits:
CLIENT: Nike
PROJECT NAME: Equality
FORMAT: Broadcast + Online

Alex Lopez – Senior Director Brand Communication
Juan Reyes – Director Brand Communications

AGENCY: W+K PORTLAND
Creative Director: Chris Groom, Antony Goldstein
Writer: Kervins Chauvet
Art Director: Nate Nowinowski
Integrated Production Director: Matt Hunnicutt
Producer: Julie Gursha
Associate Producer: Emily Knight
Senior Business Affairs Manager: Dusty Slowik
Account Team: Chris Willingham, Alyssa Ramsey, Hannah Hewitt, Patrick Gulliford
Strategic Planning: Nathan Goldberg
Media: Reme DeBisschop, Geoff Scoones, Justin Bradley
Project Manager: Andrea Nelsen
Broadcast Traffic Manager: Andrea Sierra, Tim Bell
Studio Manager: Alicia Kuna
Studio Designer: Seth Shelman

PRODUCTION
Production Company: Prettybird
Director: Melina Matsoukas
Executive Producer: Suzanne Hargove
Line Producer: Jonathan Wang
Director of Photography: Malik Sayeed

EDITORIAL
Editorial Company: Joint Editorial
Editor: Peter Wiedensmith
Assistant Editor: Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott
Post Producer: Jen Milano
Post Executive Producer: Leslie Carthy

COLOR AND VFX
VFX Studio: The Mission
VFX Supervisor: Patrick Ferguson
On Set Supervisor: Gray Marshall
Flame Artist: Michael Vaglient, Susanne Scharping, Ed Black, Adam Flynn
Animation Director: Piotr Karwas
VFX Producer: Diana Cheng
Managing Director: Michael Pardee

MUSIC
Music Supervision: Walker
Executive Producer: Sara Matarazzo
Senior Producer: Abbey Hendrix
Song: A Change is Gonna Come
Written by: Sam Cooke
Performed by: Alicia Keys
Engineer: Ann Mincieli
Music Editor: Judson Crane

VOICEOVER
Voiceover Talent: Michael B. Jordan

MIX
Mix Company: Eleven
Audio Mixer: Jeff Payne
Audio Mix Assistant: Jordan Meltzer
Mix Executive Producer: Melissa Elston

SOUND DESIGN
SD Company: Barking Owl
Sound Designer: Morgan Johnson
Producer: Kelly Bayett

TELECINE
Telecine Company: Company 3
Telecine Producer: Clare Movshon
Colorist: Tom Poole

Nissan UK’s sponsorship of Team GB and ParalympicsGB athletes at the 2016 Rio Olympics is being promoted with “Do it for us”, a series of pranks played at the Rio 2016 athlete briefing. Two teaser films, intentionally corporate in their look and feel, were launched in the lead up to the campaign. Sir Chris Hoy suggested presenting Nissan’s version of Mo Farah’s “Mobot” pose, while Baroness Tanni Grey-Thompson suggested the silent move during interviews demonstrated the quietness of the Nissan Leaf. Hidden cameras caught the reactions of athletes as two brand managers (actors) asked them to put a range of silly symbolic actions into their performance, including steering into position, installing branded airbags in a boat. The wider #DoItForUs campaign is designed to give behind-the-scenes and unexpected access to the Team GB athletes through the games. The main Nissan Olympics Pranks TV commercial is supported by Facebook, Twitter and YouTube activity throughout the games.

#DoItForUs: Get behind Team GB and ParalympicsGB

Sir Chris Hoy’s message to Rio2016 athletes

Baroness Tanni Grey-Thompson’s message to Rio2016 athletes

Campaign developed at Red Bee Creative by Hannah Ford and Jim de Zoete and director Olly Parsons.

Source: theinspirationroom

Athletes including Claressa Shields, Carlos Balderas and Ibtihaj Muhammad announce their labels of “poor,” “immigrant” and “Muslim” while they stand proudly in their Team USA gear. Professional tennis player Serena Williams stands defiantly and announces that the only label that should matter is “Olympian.”

U.S. Olympic Games TV Spot

Ibtihaj Muhammad

“Muslim. Black. Girl.” These labels aren’t limitations for U.S. Olympian Ibtihaj Muhammad. She’s worked her entire life to combat stereotypes and define herself.

Morghan King

“Too old. Too small. Too strong.” These are labels that U.S. Olympian Morghan King has been given, and she loves being strong.

Carlos Balderas

“Immigrant. Thug.” These aren’t limitations for U.S. Olympian Carlos Balderas. He uses negative labels as motivation to get where he is today.

Carlin Isles

“Foster kid. Too small. Never gonna make it.” These labels don’t define U.S. Olympian Carlin Isles because he’s comfortable being different.

Cullen Jones

“Don’t let anyone ever stop you. A different background shouldn’t stop you from being the best that you can be.” Labels aren’t limitations for U.S. Olympian Cullen Jones.

Claressa Shields

“Too young. Too tough. Too much muscle” These aren’t limitations for U.S. Olympian Claressa Shields. You can never have too much muscle, and you can never be too tough.

Serena Williams

No one can define you, no one can put a label on you, you can defy anything that anyone says. Labels aren’t limitations for U.S. Olympian Serena Williams.

Jake Gibb

“Old. Not good enough. Done.” These aren’t limitations for U.S. Olympian Jake Gibb. He owned his labels and now he’s a three-time Olympian and two-time cancer survivor.

Credits
Website: miniusa
Advertising Agency: Butler, Shine, Stern & Partners, San Francisco, USA
Chief Creative Officer: John Butler
Creative Director: Mark Krajan
Senior Art Director: Sinan Dagli
Senior Copywriter: Luke Zehner
Senior Producer: Lori Pisani
Head of Integrated Production: Adrienne Cummins
Account Director: Danny Peters
Account Supervisor: Michelle Finelli
Production Company: Alldayeveryday
Director: Matt Baron
Executive Producer / Partner: Arrow Kruse
Executive Producer: Oscar Thomas
Head of Production: Nicola Westermann
Producer: Zein Zubi
Editorial Company: Cut & Run
Editor / TV: Pete Koob
Editors: Christopher Kasper, Andy Berner
Music Company: One Union
Music: Joaby Deal
Color Grading Company: Apache
Color Grading: Shane Reed
Finish: Jogger

Kobe’s retirement announcement on November 30th, 2015, created mixed feelings for fans in the U.S. Over there he is despised just as much as he is loved. But Nike thinks that in China, things are very different and feelings are much more one-sided. Millions of Chinese don’t just love Kobe, they worship his every move.

They love him not just for his accolades and achievements on the court, but because he devoted his time, passion, and belief in Chinese ballers. While other NBA stars come to China for just one visit, Kobe came back again and again with Nike. He pushed and coached China’s aspiring ballers to be better and aim higher. Today he is seen as the powerful and beloved mentor of Chinese basketball and China’s adopted sport hero. So it was crucial for Nike China and Kobe to do something special for the athletes as a parting message.

Together, Nike China, Kobe and Wieden+Kennedy Shanghai have crafted a provocative spot that is meaningful to China while also embodying the spirit of Kobe.

Read Full Story here

Credits

CREATIVE AGENCY
CREATIVE DIRECTOR: Terence Leong, Azsa West

COPYWRITER: Nick Finney, Wei Liu
EXECUTIVE CREATIVE DIRECTOR: Yang Yeo
BUSINESS DIRECTOR : Dino Xu
ACCOUNT DIRECTOR: Jim Zhou
CREATIVE AGENCY: W+K Shanghai
ASSISTANT PRODUCER: Yuan Fang/Jiji Hu
BUSINESS AFFAIRS: Jessica Deng, Kathy Zhan
ACCOUNT EXECUTIVE: Shawn Kai
PROJECT MANAGER: Nicole Bee
DIRECTOR OF INTEGRATED PRODUCTION: Angie Wong
SENIOR PLANNER: Paula Bloodworth
SENIOR ART DIRECTOR: Shaun Sundholm
SENIOR DESIGNER: Patrick Rockwell, Will Dai
DIGITAL STRATEGY: Bill Tang

OFFLINE
PRODUCER: Christopher Noviello
EDIT COMPANY: Rock Paper Scissors
EDITOR: Hiro Ikematsu , Biff Butler & Alyssa

POST PRODUCTION / VFX
COLOURIST: Paul Yacono
CONFORM & EDIT ASSIST: Gabe Sanchez Rotoscope
SMOKE: Chris Riley
2D ARTISTS: Michael Vaglienty, Adam Flynn
POST PRODUCTION HOUSE: a52

PRODUCTION COMPANY
PRODUCER: Jeff Tannebring
MANAGING DIRECTOR: Jennifer Sofio Hall
EXECUTIVE PRODUCER: Belinda Blacklock, Ken Yap
DOP: Rachel Morrison
LINE PRODUCER: Kelly Christensen
DIRECTOR: Biff Butler
PRODUCTION COMPANY: Elastic TV / Lunar Films

Asics has launched a new brand platform, ‘Want it more’, featuring real people pushing themselves hard physically to achieve their fitness goals.

Want It More

Credits:
Campaign: ASICS: Want it More
Client: Asics
Senior General Manager, Global Brand Marketing: Paul Miles
Global Advertising Manager: Eva Sutter
Agency: 180 Amsterdam
Executive Creative Dir: Dan Treichel, Dave Canning
Art Director: Tony Bartolucci
Copywriter: Joe Craig
Executive Producer:
Producer: Bethany Papenbrock
Asst. Producer: Davide Janssen
Account : Jim O’Regan
Business Affairs: Akvilina Jaskunaite
Planner: Ben Armistead
Production Co.: Smuggler/Gatehouse
Director: Henry Alex Rubin
DP: Ken Seng
Producer: Ben Link
Executive Producer: Chris Barett
Editorial Co.: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O’Mara
Assistant Editor: Jake Armstrong
Online Facility: MPC Amsterdam
Colorist: Jean Clemant