The iconic words “Just Do It.” first inspired us thirty years ago.
An evolution of the “Just Do It.” wordmark, the “This Is It.” campaign refreshes and reimagines the classic by showcasing what “it” is for a number of athletes and individuals.
Athletes and individuals — legendary, new, and everyday — strive for greatness in their own way in their own sports and pursuits.
“This Is It.” serves to evolve and refresh, adding a new take on three, eponymous words that have come to inspire generations of individuals across the globe. While “Just Do It.” demanded action, the update leaves more to individual interpretation and expression: “it” is what you want it to be, what you need it to be.
By pairing the old with the new, not only are we fostering an even stronger personal association with the Nike brand, we’re also able to bring forth a powerful message: “Greatness is whatever you want it to be — now go get it.”
Nike embraces, celebrates, and empowers all on this quest to seek out whatever “it” may be and challenges individuals to push and better themselves on their individual pursuits, big and small.
A campaign that takes a classic and gives it new perspective, “This Is It.” has numerous applications — many of which we weren’t even able to fit into this presentation.
All said, there are three primary objectives we’re trying to hit:
A universal audience. While the media formats can be, lend themselves to be, and are meant to be demo-targeted, the campaign itself is purposefully aimed at everyone.
Staying power. Like its predecessor, we want this creative + slogan to stick with you. When you do “it,” we want you to think of Nike. When you accomplish “it,” bingo: we want you to think of Nike.
And finally: drive. We want to evoke a physical, mental, and emotional response to get out there and DO.
That’s our “it”, at least.
What’s yours?
NOTE: This work is not paid for nor endorsed by NIKE, Inc. The NIKE logo, “Swoosh” symbol, the “Just Do It.” slogan, Converse Inc., and NIKE, Inc., GQ, LIFE, Instagram, and Facebook branding are all used as part of the fair use license and are not intended or used for commercial purposes.
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The A\TC Team
