Creatives

How did Nike Dream Crazy not win Titanium GP?

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BK’s campaign is super smart and creative. Nike turns around “just do it” into a call to action that goes way beyond sport: it makes it about beliefs and values. One uses their main competitor in their advantage, the other one elevates the brand to a place where their competitors can not go. I think the repercussions of Nike are way deeper for the brand and the society. Now, I love both campaigns but, even if BK feels newer, I think Nike pushed the boundaries in a more relevant way by taking such un uncommon stand for a mass brand. It did not need to get technical or innovative because the real breakthrough was in the statement itself.

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It was neat and controversial and beautiful but would it have brilliant and successful without the stars inside? Was it anything more than a wonderful thought and a beautiful film? Whopper detour was data, it drove sales, it was subversive, it was funny, and it was super simple. Why shouldn’t that have won?

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Whopper Detour won a Titanium aswell.

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They’re both great ideas. To me, the difference is that Whopper Detour was a flash in the pan stunt, while Dream Crazy will have a lasting effect for the brand. It wasn’t just bold, it was risky.

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Dream crazy is cool, but Nike has done better. Without Colin it’s really not that special

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Agree it was very reminiscent of the recent Bradley Cooper work. Kinda just more executions in the same campaign. “Don’t do this... do that... yada yada” Not that there’s anything wrong with that, but wasn’t particularly groundbreaking for the brand. Judges must have very short memories or they’re just not paying attention or don’t really care and just want to go get drunk in Cannes. Ad judges... not exactly like picking Nobel Prize winners...

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Nike Dream Crazy is an ad. Titanium is about creativity that can’t fit into any of the existing categories. Though I wouldn’t award the BK work for that win either.

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Last issue ever, or uncensored playlist maybe. Not saying it’s an easy job

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I think it was probably that the campaign was fairly traditional. It was a celebrity partnership with a TV spot and a tweet. Sometimes that category skews more toward non-traditional stuff.

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To me the boundary pushing part was a big brand like Nike subversively using its nfl contract to promote its values: CK gets outed by NFL —> NFL signs 5 year deal with NIke —> Nike pays CK

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A lot of people felt it was too similar to “Here’s to the crazy ones” which was the launch spot for the Apple “Think different” campaign.

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But not half as good.

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Because it seemed like kind of average, expected Nike work, tbh. Yes thats way above almost any other work for almost any other agency ...but thats what they get for setting the standard.

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I still can't believe that people think Nike's Dream Crazy was that good. I find it so cliche and derivative...like they are copying their own earlier work, but without the edge. And the message. Can't really say anything bad about it. Except that it's been done many times, and done better. It's like a well produced sizzle film that preaches a well-meaning (but overplayed) message to the choir.

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Does the campaign need to be from 2018 to qualify? (I'm not super familiar with the cannes entry process) If not, I have no clue why the whopper detour would beat out the work on dominos from CPB. This is purely anecdotal but I feel like they had much better execution with similar work (giving away free pizza just for taking pictures of pizza) and I actually saw ads promoting it.

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