By Kyle O'Brien | Creative Works Editor

December 10, 2016 | 3 min read

Nike recognizes the obsession people have with their first and second screens. We get caught burrowing down the rabbit hole of the internet. Social media and the lives and pictures of others rule our worlds.

A new campaign from Nike, "Time is Precious,” launching today, points out, with some cheeky observations, that time spent binge watching, scrolling through newsfeeds, and living vicariously through the lives of others on social media could be replaced by getting out and running or training.

Text and a digitized voice-over scroll through on six different spots, created by Wieden+Kennedy Portland, each tackling a different subject, like celebrity watching, viewing zombies, scrolling through pictures, commenting on stuff and opinions about opinions. Each spot ends pointing out that the summary just saved you multiple minutes or hours of your life with which you can get out and run or train.

Nike says the campaign is a build-up to the holiday season and the short films aim to encourage athletes of any level to give themselves the best gift of all: Time to do sport. So, are we training today?


Client: Nike

Project name: “Time is precious”

Format: Film / Print

Client Contact: David Reti / Alex Lopez

W+K Portland

Creative Directors: Chris Groom & Antony Goldstein

Creative: Stefan van den Boogaard

Creative: Tim Arts

Executive Producer: Matt Hunnicutt

Producer: Amy Berriochoa

Account Team: Anna Boteva, Luiza Prata Carvalho, Alyssa Ramsey

Strategic Planning: Zack Kaplan, Henry Lambert

Media/Comms Planning: Lisa Feldhusen, John Furnari

Business Affairs: Anna Beth Nagel

Project Management: Andrea Nelsen

Studio Designer: Leslie Waara

Studio Manager: Leticia Barajas

Motion Designer: Alex Bernard

Editorial Company: Joint

Editor: Eric Hill

Assistant Editors: JB Jacobs, Kevin Alfoldy, Mimi Bergen, Dylan Sylwester

Post Producer: Sarah Fink

Post Executive Producer: Leslie Carthy

Mix Company: Joint

Mixer: Noah Woodburn

Audio Assistant: Natalie Huizenga

Audio Producer: Sarah Fink

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