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Nike Canada: Play Less Nice by Wieden+Kennedy

Date: Jan 2018
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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.”


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

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