Big Ideas from a Small World

Great Nike Spot Even In Reverse.

Posted in From Canada, Global Outlook by Ryan Thomas on March 5, 2009

Nike has just released a great new spot for its Nike Zoom Victory + shoe. I appreciate the butterfly from the cocoon messaging, the feel that a new Nike release is an event to be savoured. Clearly Wieden+Kennedy Tokyo know their target market, no tag line no inspirational message – just a URL for more information.

Simple, quick, and a great visual.

Now here is where the reverse of this spot comes in.

* Creatives beware, there will be charts.*

Nike has long had issues with its image in environmental sustainability. Back in October, Vancouver green brand research company Change released a study that shows a massive slip in Nike’s actual environmental commitment versus its perceived environmental impact:

A new study from the green branding agency Change measures the actual environmental commitment of 20 top brands (including Nike, McDonalds and Coca-Cola) and compares it to the perception consumers have of that commitment.

A new study from the green branding agency Change measures the actual environmental commitment of 20 top brands (including Nike, McDonalds and Coca-Cola) and compares it to the perception consumers have of that commitment.

Tim Hortons, Apple, Rona, all these brands are perceived as having a better environmental commitment than Nike yet actually perform worse.

Now watch that commercial again. See all that wasted material? Yah, there is your poor brand perception right there.

Peeling away old wasted materials...

Peeling away old wasted materials...

It’s a great spot but imagine building a shoe out of all that excess material. That is basically what Nike is already doing – in case you missed them, Here is the Nike Steve Nash Trash Talk:

Nike has set public targets for its Considered goals: We aim to have 100 percent of Nike footwear meet baseline Considered standards by 2011, all apparel by 2015, and all equipment by 2020. Achievement of these goals would mean waste in Nike’s supply chain will be reduced by 17 percent and the use of environmentally-preferred materials will be increased by 20 percent.

Nike has set public targets for its Considered goals: We aim to have 100 percent of Nike footwear meet baseline Considered standards by 2011, all apparel by 2015, and all equipment by 2020. Achievement of these goals would mean waste in Nike’s supply chain will be reduced by 17 percent and the use of environmentally-preferred materials will be increased by 20 percent.

Take all those scraps, make a new shoe. This spot could solve Nike’s poor environmental image if you simply reversed the concept.

*NOTE:*

For a full copy of the Change report you can grab it here, just please consider the environment before you print it.

Advertisements

One Response

Subscribe to comments with RSS.

  1. Nike said, on June 19, 2009 at 3:25 pm

    Nike is great as always. Nice shoes, great products and last but not least, Amazing marketing video’s around the globe.

    Keep it up Nike!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: