A campaign to raise awareness and support for cancer survivors, by promoting a message of hope and strength.
It’s About You, renewed Nike’s broader commitment to sports – that does not only encompass moments of joy and success, but also acknowledges moments of doubts, uncertainty and difficulties – as illustrated by its Courage campaign, launched during the Beijing Olympics. The goal of this campaign though, was to build a “It’s About You” themed fully integrated campaign, that tied together many different pieces: an inspirational film series, a Lance Armstrong Just Do It commercial, print, out-of-home advertising… And The Chalkbot– which allowed the world to see people’s words of memoriam, hope and courage chalked onto the roads of the Tour de France. Notably, Nike sales increased 46% during the campaign.
Awards:
Cannes Lion Grand Prix
D&AD Yellow Pencil
One Show Gold
Art Directors Club Gold
Cannes Lion Grand Prix
D&AD Yellow Pencil
One Show Gold
Art Directors Club Gold