Nike Dream Crazy Campaign
Aims and Objectives
The aim of the Dream Crazy Campaign is to increase sales and promote their brand, they are also trying to communicate social conscience with the inclusion of Colin Kaepernick who was involved in a lot of controversy surrounding him kneeling during the national anthem. The Dream Crazy Campaign also shows that Nike is prepared to do something Anti establishment and rebelious, there was a big issue surrounding this campaign due to President Trump and the media. Nike also used this campaign to battle competition such as Under Armour and Adidas, this advert also helps to differentiate them within the market.
Target Audience
The target audience for this advertising campaign is Black Americans and fitness fanatics, they have been targeted in individual ways. Black Americans have been targeted by the campaign through the use of the American football player Colin Kaepernick as he is the face of a protest against oppression and police brutality. The other audience that is being targeted is obviously fitness enthusiasts as it is inspiring them to do more with there fitness and enhance there progression with nike products. they way this audience is targeted is through the use of famous athletes from many different sports and backgrounds.
The representation in this advertisement is Black Americans. Colin Kaepernick was the american football player that knelt down during the national anthem to protest how black Americans are being treated in modern day america and all of the police brutality that is happening. This effected the target audience as it is made to inspire them, the campaign was released after Christmas and around new year when people start to think about fitness and getting healthy so the representation of athletes and sports personnel will inspire people to go out and buy nike fitness gear.
Key Message
The key message of this campaign is to 'Dream Crazy'. This means to just do things that you didn't know you could, the advert features people overcoming huge obstacles to do what they want to do and they are saying that everyone of ability and disability can do what they dream to do and your dreams should not be restricted. this message is put across with the video and also with the many posters and billboard advertisements (below) that feature famous athletes and there quotes.
Choice of Media
All the posters linked to the campaign are in black and white as it makes the campaign seem iconic, real, gritty, and intense which links to the serious messaged that is embedded into this campaign.
The typography used is very simple non-serif font. I think they have done this so that the font doesn't take focus away from the message, also so that the ad can look sophisticated and formal and strip away all the lies and messing about and get straight to the point.
Legal & Ethical
The issue of copyright is not much of an issue because all of the products used are nike branded so nothing can be claimed. There is also no use of band language, libel or slander in any of the advertisements so there is very little legal issues with is campaign however the ethical issues around this campaign as there is a large controversy around the message of the campaign.
Regulations
This advertising campaign will have been regulated by the ASA (Advertising Standards Agency). There job is to make sure that the advertising is done properly and it is not misleading, also that the advertisement is appropriate. In the Dream Crazy campaign i don't think that anything is falsely advertised and the advert conforms to the regulations of the ASA.
No comments:
Post a Comment