For the 2012 London Olympics, where could Nike go with its message? It had a mass of superstar athletes under contract, it had a load of product to sell … but it was Nike. It goes in the opposite direction from the starry activities on the track and on our screens: it said that “greatness” can be found wherever we are, if we want to find it.
Agency: Wieden + Kennedy, Portland
Creative Direction: Ryan O’Rourke, Alberto Ponte
Art Direction: Sezay Altinok, Aramis Israel, Sara Phillips
Copywriter: Caleb Jensen, Brock Kirby
Production Company: Park Pictures
Director: Lance Acord
The resulting campaign took us all over the world to see people dreaming of glory in their own unique ways. The most memorable spot may be the one of the overweight 12-year-old Nathan Sorrell – from London, Ohio – running towards the camera.
He put himself forward for the casting, although wasn’t into running. He weighed 232 lbs. The effort had him vomiting at the roadside during the shoot. It caused controversy that he was even used in the spot. He (and his mom) later made their weight loss goals and were an inspiration to many.
"A film that was epic from the start. A grandiose script paired with an unusual visual style for the brand. Truly unforgettable."
- Anna Martha Silveira, Content Vice President, DPZ
"This is the idea that I would love to have had myself. So simple and perfect at the same time, so well-written. It’s in- stant envy for me – but the good kind."
- Joaquin Campins, Executive Creative Director, GUT Buenos Aires
"Most sports brands behave the same way, including most Nike spots: remarkably fit people perform fast-paced feats of athleticism. But Find Your Greatness and the Jogger spot in particular, subverted that expectation to show that athletic greatness can be so much more. The sound design, the locked off camera, the simplicity is quiet and true, and more engaging as a result."
- Jacquelyn Parent, Creative Director, Rethink
