NIKE Celebrated The Journey of Female Athletes With Their New Dream Crazier Campaign2 min read
A continuation of last year’s controversial “Dream Crazy” campaign starring Colin Kaepernick, Nike has released an iconic Oscar spot campaign narrated by Serena Williams titled “Dream Crazier” to celebrate the phenomenal journey of all the women athletes in the world.
Conceptualized by Wieden+Kennedy, the campaign has launched as an early celebration of FIFA Women’s World Cup in this summer. Throughout the campaign, Williams talks about the head-shaking and relentless journey of the female athletes who routinely suffer and a great number of them have broken boundaries in games have been classified “Crazier” as a norm.
As the campaign goes on, Williams destroyed the stereotypes used against the women one by one:
“If we show emotion, we’re called dramatic,” she said. “If we want to play against men, we’re nuts. And if we dream of equal opportunity, we’re delusional. When we stand for something we’re unhinged. When we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational, or just plain crazy.” During the campaign the secularity of sports has also been praised by Nike. The AV ends with a pitch perfect statement, “So if they want to call you crazy, fine. Show them what crazy can do.”
Text then appears on the screen, “It’s only crazy until you do it. Just do it.”
Athletes featured in the film include Simone Biles, Ibtihaj Muhammad, Chloe Kim and members of the US women’s soccer team. Releasing the campaign during the Oscars was indeed a very well-designed strategic move by Nike. Its reported that with an audience number exceeding 29million, according to Deadline- viewership of Oscars this year was up 12% over last year.
So, seems like Nike who taught us to just do it thirty years back has reminded us all once again that anything is possible only if you can dream crazier.