Nike wanted to call attention to their Made to Play initiative, which educates adults on the inactivity crisis facing kids around the globe. With a new website, tone of voice and visual identity, as well as a playful launch video, we created an emotional digital platform that successfully “double dog dared” them to take action.
Our launch video set an emotional tone, highlighting the urgency of the problem and challenging adults to take action.
We developed bold digital creative that dared parents to take their kids’ play seriously, and drew them right to the site, where a resource ecosystem helped them take action in their homes and communities.
Then on social media, we got international Nike athletes, like tennis legend Naomi Osaka, to amplify our message. Over 180 pro athletes joined in.
