Campaign: Dream Crazy
Brand: Nike
Agency: Wieden+Kennedy
Why the campaign rocks:
When Nike unveiled its “Dream Crazy” campaign, it sent shockwaves through the marketing world. Today, it stands as a testament to the power of purpose-driven marketing that transcends traditional advertising boundaries. The campaign’s core message, “Believe in something, even if it means sacrificing everything,” embodied by Colin Kaepernick, sparked a global conversation about social justice and the role of brands in addressing important issues.
Featuring Kaepernick was a masterstroke of calculated risk-taking. Despite initial controversy, Nike’s unwavering commitment to its message paid off. The campaign not only drove significant business results but also positioned Nike as a leader in purpose-driven marketing. It showed, by example, that taking a stand on social issues can not only align with brand values but also drive significant business results.
“Dream Crazy” made it loud and clear that brands can be powerful agents of change when they align their values with meaningful social causes.