A campaign to raise awareness and support for cancer survivors, by promoting a message of hope and strength.
Nike's "It's About You" campaign, effectively renewed their commitment to sports by encompassing not just success but also moments of doubt and difficulty. For the first time, the brand turned the lens on cancer survivors, highlighted their journey and their inspirational stories coupled with brand ambassador Lance Armstrong’s final Tour de France. The campaign was designed as a fully integrated effort, bringing together various elements like an inspirational documentary film series, a Lance Armstrong "Just Do It" commercial, print and out-of-home advertising. A particularly innovative component was the Chalkbot, which allowed people worldwide to send messages of hope and courage to be chalked onto the roads of the Tour de France. Inspired by the tradition of chalking messages along the route, the Chalkbot enabled digital messages (including tweets and texts) to be transcribed onto the road. This was widely considered the first use of robotics in advertising. Notably, Nike reported a 46% increase in sales during this 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