Hope is Power is the Guardian’s first brand campaign in seven years, and aims to restate the Guardian’s purpose and inspire readers around the world to support its journalism.
The campaign’s central message is inspired by Guardian editor-in-chief Katharine Viner’s essay ‘A mission for journalism in a time of crisis’. The campaign seeks to build on the trust and affinity readers have with the Guardian and its role in giving people the facts to challenge the status quo, publish fresh ideas and opinions, and hold power to account.
In Crocodile Inside we feel the tension of a couple tearing each other apart, as the tough love they share is pushed to the edge of rupture. Symbolising the rift that’s created between the two lovers, their apartment cracks at every word too many. Ultimately, they realise they have gone too far and, in a pure moment of cinema, decide to come back to one another.
Nike's back with another uplifting ad designed to give us the courage to get through the pandemic. This 90-second narration from LeBron James reminds us how sports are the ultimate beacon for hope. No matter how far you might be down, like say three games to one or behind 28-3 in the Super Bowl, there's always hope. The 90-second spot, “Never Too Far Down,” was created by Wieden + Kennedy Portland. Humanity’s comeback story, featuring world-class athletes, is what one would expect from a Nike ad. Narrated by LeBron James, the film features elite Nike athletes, including Serena Willams, Naomi Osaka, Tiger Woods, Cristiano Ronaldo, Rafael Nadal, Megan Rapinoe and others.
The three-act structure in the minute and a half spot vacillates from struggle and pain, to finding a way through, to, ultimately, triumph. It’s a hopeful, inspiring message that we’re all hoping to experience before too long. In classic Nike and W+K fashion, the simplicity of impactful imagery, sound (in this case, Trent Reznor and Atticus Ross’ excellent version of David Bowie’s Life on Mars?) and words make a significant impact. The latter is particularly impressive, with obvious metaphors to the current crisis.
CREDITS:
Client: Nike Campaign: Never Too Far Down
W+K Portland Executive Creative Directors: Eric Baldwin, Jason Bagley Creative Directors: Alberto Ponte, Ryan O’Rourke Art Director: Lee Jenninigs Copywriter: Kevin Steele Head of Production: Matt Hunnicutt Executive Producers: Jake Grand, Krystle Mortimore Producer: Emily Knight Associate Producer: Shani Storey Group Brand Director: Andre Gustavo Brand Director: Kate Rutkowski Brand Manager: Steve Smith Group Strategy Director: Paula Bloodworth Global Group Media Director: Daniel Sheniak US Group Media Director: Reme DeBisschop Associate Media Director: Emily Dalton Media Supervisor: Graham Wallace Sr. Business Affairs Managers: Laura Caldwell, Adam Caviezel Integrated Traffic Managers: Sabrina Reddy, Billy Mucha Sr. Creative Operations Manager: David Ramirez Studio Manager: Michael Frediani Retoucher: Amy Ellars Designers: Nick Humbel, Mitch Wilson
Production Company Production Company: Park Pictures Director: Lance Acord Executive Producer: Jackie Kelman Bisbee EP / Producer: Caroline Kousidonis Production Manager: Joe Faulstich