The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Social Channel / Single Platform
Annual ID
OS23_SM047M
About the Work
First, a bit of context. Nike’s 50th-anniversary film resurrects legendary hype man Mars Blackmon (played by Spike Lee, who also directed the spot) to play a game of chess with a Gen-Z spark plug called Zimmie. As Mars recalls the great Nike athletes from the last 50 years (MJ, Bo Jackson, Mia Hamm and more) saying he's "seen it all before," Zimmie challenges him by arguing the athletes of the future are setting a new pace for sport, and Mars “ain’t seen nothing yet.”
Our task was to extend this idea on social media to drive participation in the campaign, focusing on TikTok. Above all else, Nike wanted to instigate movement, so working in non-traditional ways to invite Gen Z to move with Nike, in their own way.
We did this by introducing Zimmie on TikTok, where she asks the TikTok to back her up, in her own inimitable way, set against a meticulously designed TikTok sound produced by an independent TikTok music creator called Chong the Nomad. The production approach was nimble and made for TikTok, and the result was a bona fide smash hit. Countless submissions (ok, we counted them) were received, showing feats of sport as varied and as colorful as TikTok's audience. Chong the Nomad’s sound even became the No. 1 trending song on TikTok, beating Post Malone and The xx the week of launch. It even jumped platforms to show up on @Sportscenter’s Instagram Reels page. Using a remix-driven platform like TikTok allowed Nike’s message, and the work, to spread into countless subcultures, inviting audiences to show the future of sport in their own unique way.
In summary, we introduced the apparel company to a whole new audience on TikTok, pulling together to prove that Zimmie was right when she said that, when it comes to progression in sport, the world “ain’t seen nothing yet.”
No. 1 Trending TikTok Song
61.6MM Launch Video Views
67.5K TikToks made
322MM hashtag views (#Nike50th)
Our task was to extend this idea on social media to drive participation in the campaign, focusing on TikTok. Above all else, Nike wanted to instigate movement, so working in non-traditional ways to invite Gen Z to move with Nike, in their own way.
We did this by introducing Zimmie on TikTok, where she asks the TikTok to back her up, in her own inimitable way, set against a meticulously designed TikTok sound produced by an independent TikTok music creator called Chong the Nomad. The production approach was nimble and made for TikTok, and the result was a bona fide smash hit. Countless submissions (ok, we counted them) were received, showing feats of sport as varied and as colorful as TikTok's audience. Chong the Nomad’s sound even became the No. 1 trending song on TikTok, beating Post Malone and The xx the week of launch. It even jumped platforms to show up on @Sportscenter’s Instagram Reels page. Using a remix-driven platform like TikTok allowed Nike’s message, and the work, to spread into countless subcultures, inviting audiences to show the future of sport in their own unique way.
In summary, we introduced the apparel company to a whole new audience on TikTok, pulling together to prove that Zimmie was right when she said that, when it comes to progression in sport, the world “ain’t seen nothing yet.”
No. 1 Trending TikTok Song
61.6MM Launch Video Views
67.5K TikToks made
322MM hashtag views (#Nike50th)
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / Portland
Client / Brand
NIKE / Beaverton
Art Director
Karen Zack
Copywriter
Farha Chowdhury
Creative Director
Noel Yeo
Executive Creative Director
John "JP" Petty III
Executive Producer
Dom Tunon
Brand Lead
William Frazier
General Manager
John Dempsey
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