The One Show
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Breaking 2
Agency Dirty Robber / Los Angeles + Wieden+Kennedy / Portland + National Geographic Studios / New York + Mindshare / New York
Category
Innovation in Branded Entertainment
Annual ID
OS_BE18042S
About the Work
Breaking 2 was a multi-year campaign that set a new standard for what's possible in the world of sports marketing. The campaign turned a product launch into a must-watch event while amplifying Nike's core values - inspiring every day people to push their limits, showcasing athletes at their greatest & innovating an industry. This campaign incorporated a livestream component (2+ hour marathon) with pre-produced interstitials that contextualized the depth of science, research and planning that went into this launch. The livestream was on Facebook, Twitter & Nike.com to ensure maximum engagement & global awareness. #Breaking2 accumulated 2+ trillion impressions. Weeks later, we turned around an iconic "Just Do It" spot for broadcast TV & stores around the world, followed by a feature documentary that aired on National Geographic in September 2017. An iconic brand and perfect partner; National Geographic values exploration, science & storytelling which aligned perfectly with this campaign.
2018 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Wieden+Kennedy / Portland
Production Company
Dirty Robber / Los Angeles
National Geographic Studios / New York
Uncle Toad's Media Group / Los Angeles
Media Company
Mindshare / New York
Composer
Brian Reitzell
Director
Martin Desmond Roe
Producer
Jason Puris (Executive Producer)
Chris Uettwiller (Executive Producer)
Nick Frew (Executive Producer)
Jeff Hasler (Executive Producer)
Brian Lovett (Executive Producer)
Betsy Forhan (Executive Producer - National Geographic Channel)
Mark McCambridge (Executive Producer - Nike)
Kathlyn Horan
Jess Conway (Co-Producer)
Jordan Velarde (Executive Producer)
Chris Steblay
Jake Burack
Jamie Qualtrough (Post Producer)
Victor Buhler (EIC Production)
Andrew Sachs (Line Producer)
Cinematographer
Jessica Young
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