Nike is launching an effort called #betterforit to inspire women to be active, take on new challenges and conquer personal goals. Conceived by Wieden+Kennedy, Portland, Ore., the initiative is designed to capture the voice of women today, addressing sport and fitness with a lighthearted tone and humor through a series of short films, the first of which is “Inner Thoughts” directed by Matthew Frost of production house Iconoclast.
“Inner Thoughts” debuted Sunday night during the MTV Music Awards.
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, Dan Viens, creative directors; Heather Ryder, Darcie Burrell, copywriters; Patty Orlando, art director; Molly Tait, Julie Gursha, producers; Matt Hunnicutt, executive producer; Jocelin Shalom, interactive strategy; Tom Suharto, Irina Tone, strategic planning; Mark Fitzloff, Joe Staples, executive creative directors. Production Iconoclast Matthew Frost, director; Charles-Marie Anthonioz, exec producer; Caroline Pham, line producer; Darren Lew, Joost Van Gelder, DPs. Editorial Rock Paper Scissors Angus Wall, editor; Jared Thomas, post producer; Angela Dorian, post exec producer. VFX a52 Jesse Monsour, VFX supervisor; Brendan Crockett, Matt Sousa, Steve Wolf, Dan Ellis, Richard Hirst, Flame artists; Jamie McBriety, VFX producer; Paul Yacono, color. Music/Sound Design Nylon Studios, music supervision; Apollo 100, artist; Track: “Joy”; Barking Owl, sound design. Audio Post Lime Studios Matt Miller, Dave Wagg, mixers; Jessica Locke, Susie Boyajan, producers.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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