Nike’s ‘Tomorrow starts now’: when brands seize the initiative

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How do some brands seize the initiative? How do they take a leadership stance? I guess this is how.

Brazil lost badly to Germany in the recent football World Cup and the nation must be smarting from the defeat. Understandably the morale must be low and the nation must be looking for something positive, inspirational to identify with. Enter Nike with a brilliant initiative urging the nation to look forward to the Rio 2016 Olympic event.

The film showcases many of the sporting stars from Brazil: athlete Ana Claudia Lemos, beach volleyball siblings Clara and Carol Salgado, basketball players Leandrinho and Anderson Varejão, and Yane Marquez (a bronze medalist in the modern pentathlon at the London Olympics). Sure it is the tried and tested montage format but sure to make Brazilians feel positive. After all, what is life without hope?

Agency: Wieden+Kennedy

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