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Winning Isn’t For Everyone
Amplify + Nike celebrate Australian Olympians during Paris 2024...
Challenge
Nike challenged Amplify to create and produce a reactive campaign for out of home and social media celebrating select Nike-sponsored Australian athletes competing at the Paris 2024 Olympics.
Through a combination of planned and possible key moments, the campaign’s objective was to own the streets and screens during The Games with Nike’s global narrative: “Winning Isn’t For Everyone.”
Insight + Strategy
“Winning Isn’t For Everyone” is a bold, provocative brand statement that puts the emphasis on the act of winning and the mindset required to win.
The first step was to identify and craft compelling narratives for each featured Nike athlete that would inform their overall approach.
We then dialled into key reactive moments in their Olympic journey and crafted bold, emotive image and copy led creative concepts.
Solution
Winning Isnt for Everyone...
The Matildas
Ahead of the Olympics, creative featuring The Matildas went live across digital out of home around the country. Showcasing their winning mindset going into The Games.
The photograph in the creative was captured at a dedicated shoot, along with live action footage used to create Nike Pacific's first 3D anamorphic digital billboard placement.
Located in Melbourne, the site for the 3D placement was brand new, making Nike the first brand to use it. The creative ran as part of a 5 day, 24 hour takeover - the longest branded takeover of a site of its kind.
Emma McKeon
Paris 2024 was Emma McKeon’s final Olympic Games, so our approach was to create a moment that honoured her entire Olympics legacy.
Emma won her 6th Olympic gold medal during The Games, solidifying her indisputable title as Australia’s most decorated Olympian with the most gold medal wins of any Australian in history.
We paired the headline with a powerful portrait that celebrated Emma as a sporting icon, taken at a dedicated shoot.
At the end of Emma’s Paris 2024 journey, the creative went live on digital out of home, social media and was projected on a lighthouse in Emma’s hometown of Wollongong.
Jess Hull
Since Tokyo, Jess Hull has set over 20 national records and most recently broke the world record for 2000m in July 2024. This creative went live on Nike social channels ahead of the 1500m semi-final.