Nike Canada: advert-body-2 by Wieden+Kennedy
- Location:
One of the highlights of the holiday season for most Canadians is the annual World Juniors Hockey Championships, which ran from December 26 to January 5. In the first campaign of its kind, Nike let everyone know that Canadians aren’t as cordial as they appear by presenting a campaign called 'Play Less Nice', where each day of the tournament, a new version of the same 90-second commercial aired with changes throughout – whereby “the Canadian hero” becomes less and less nice. The campaign kicked off on December 26 on TSN and Youtube.
Shot in Vancouver, directed by Keith McCarthy of Stink Films, and created in collaboration with Wieden+Kennedy, the campaign features some of Canada’s top athletes like snowboarders Mark McMorris and Spencer O’Brien, elite 800-meter runner Melissa Bishop and Vancouver Canuck star Bo Horvat.
According to Nike Communications Director, Claire Rankine, “This unique approach was developed in response to how when Canadians watch a hockey series, there’s often the same ad on repeat, in a very short period of time. We wanted to create an innovative mini-film that provides the audience with a different episode throughout the World Junior games.”
Credits
Chris Groom - Creative Director - Wieden+Kennedy
Antony Goldstein - Creative Director - Wieden+Kennedy
Dylan Lee - Copywriter - Wieden+Kennedy
Naoki Ga - Art Director - Wieden+Kennedy
Shannon Hutchinson - Creative Manager - Wieden+Kennedy
Amy Berriochoa - Broadcast Producer - Wieden+Kennedy
Katie McCain - Broadcast Producer - Wieden+Kennedy
Matt Hunnicutt - Executive Producer - Wieden+Kennedy
Denise Hanggi - Print Producer - Wieden+Kennedy
Ellen Osborn - Print Producer - Wieden+Kennedy
Jessica Wiley - Business Affairs - Wieden+Kennedy
Dusty Slowik - Business Affairs - Wieden+Kennedy
Anna Beth Nagel - Business Affairs - Wieden+Kennedy
Alyssa Ramsey - Account Director - Wieden+Kennedy
Vanessa Miller - Account Director - Wieden+Kennedy
Eric Watkins - Account Executive - Wieden+Kennedy
William Frazier - Asst. Account Executive - Wieden+Kennedy
Andy Lindblade - Global Group Strategy Director - Wieden+Kennedy
Henry Lambert - Brand Strategy Director - Wieden+Kennedy
Barrie Wilhelmi - Strategist - Wieden+Kennedy
Reme DeBisschop - North America Media Director - Wieden+Kennedy
John Furnari - Associate Director, Comms Planning - Wieden+Kennedy
Ryan Craven - Comms Planning Supervisor - Wieden+Kennedy
Denny Robles - Studio Designer - Wieden+Kennedy
Chris Streger - Studio Designer - Wieden+Kennedy
Frazer Goodbody - Re-Touching - Wieden+Kennedy
Production Company - Stink
Keith McCarthy - Director - Stink
Jeff Baron - Executive Producer - Stink
Nick Fuller - Head of Production - Stink
Mark Walejko - Line Producer - Stink
Anthony Radcliffe - Director of Photography - Stink
Service Company - Means of Production
Heinrich Beisheim - Executive Producer - Means of Production
Clay Welters - Head of Production - Means of Production
Tai Scott - Production Supervisor - Means of Production
Angela Pegg - Production Coordinator - Means of Production
Editorial - Joint Editorial
Peter Wiedensmith - Editor - Joint Editorial
Dylan Sylwester - Asst. Editor - Joint Editorial
Kristy Faris - Asst. Editor - Joint Editorial
Kevin Alfody - Asst. Editor - Joint Editorial
Jen Milano - Post Producer - Joint Editorial
Leslie Carthy - Post Executive Producer - Joint Editorial
VFX - A52
Patrick Nugent - VFX Exec. Producer - A52
Michael Steinman - VFX Producer - A52
Patrick Murphy - Head of 2D - A52
Music - Walker
Sara Matarazzo - Exec. Producer - Walker
Jacob Piontek - Music Producer - Walker
Song - Barber of Seville
Noah Woodburn - Sound Designer - Joint Editorial
Natalie Huizenga - Sound Design Asst. - Joint Editorial
Jen Milano - Sound Design Producer - Joint Editorial
Noah Woodburn - Mixer - Joint Editorial
