The philosophy of madness on the run from the Nike + W + K Amsterdam

Nike launched in Europe continued promotion campaign running shoes Nike +, synchronized with the iPod - «I'm addicted» («I'm crazy"). The four video series developed by Wieden + Kennedy Amsterdam, continued development of the visual concept of the first movie, shot by Dante Ariola and voiced by Edward Norton: the viewer show the world through the eyes of a runner.

Paul Tubito, brand communication, Nike Europe: «The experience obtained from the Nike + exclusively individual. You can ask a hundred people about it, and perhaps you will get the same answers at least twice. We are trying to convey aspects of an individual through these videos: athletes are really saying in their own words, running to places that are dear to them, and listen to the music you have chosen ».


World record holder in the marathon Paula Radcliffe, a professional dancer Sofia Boutella and European champion in the long jump Andrew Howe ran for his hometown (lobor, England, Paris and Rome) and talk about their feelings, about the philosophy of its run.

Paula Radcliffe
"I am running. As much as I can remember, I run. Hundreds, thousands, tens of thousands of miles, to win everyone in the world. Even yourself. And now I have to start living again ... I'm obsessed »






Sofia Boutella
"When I run, the city comes to life. And as music becomes a part of me, helping me to continue, giving energy to my feet and pushing me on ... I'm obsessed ».




Andrew Howe

"I'm running on my rhythm of drums. And so as the music carries me. To places I have never seen more than I could ever imagine ... I'm crazy ».






As the track to this spot used by the song of «Craving», in which the athlete plays drums in his spare time, sports.

The fourth movie is different from the previous three, but by and large it is a unifying and supply an audience that does not go running before the adoption of the philosophy of the campaign: «Run like you've never run before» - «Run as never ran before ". The hero of the spot is not a famous athlete - a simple guy Steven Cree
"I'm not a runner. I do not like to go around lying dog poop everywhere. I do not like to breathe as pregnant walrus. How could anyone ever do it myself? There is no doubt: running sucks. But you know what sucks more? Men's tits! They suck at this ... I'm not a runner. Yet »






Boyd Coyner, creative director, W & K Amsterdam: «roller" not a runner "brings to the fore the problem of the challenge that faces many lyudbmi when they are just starting to run and try to improve their shape».


via www.adme.ru/paedia/reels/2006/01/14/503852/