Nike *Offline
Droga5 Ad Campaign
2024
Nike is a brand that inspires everyone to strive for their greatness. To become great at something take consistent effort and time. Time is a finite and priceless.
In our current attention based economy, screen addicition is the most widely abused addiciton that errodes away health, attention, time for ourselves and loved ones.
This visual scares me. It puts time in a precious perspective. As someone in my 20s, I’ve been told that I’m still relatively young and I have time ahead of me to figure out how to live my life. On a daily basis we’ve come to normalize an average of 4 hours or more of screen time. Its hard to consciously process the short term impact of screen time, but in the long run most of our free time to experience life would be screentime. Would the future generations who grow up with possibly even more addictive media be aware of how much they are consuming? Would the entertainment value be worth it in the end?
Nike can advocate for screentime addiction awareness and be the one of the first companies to actionably incentivize people to reduce screen usage.
The end goal would hopefully develope into a word of mouth campaign. People should be able to proudly showcase their low screen times as much athletic feats.
Those who complete the sub-2 hour screen time challenge can have the chance to obtain exclusive Nike merchandise. A product opportunity for Nike to showcase ACG (All Conditions Gear) and position themselves more prominently in the outdoor equipment space. ACG products align with the mission of going outdoors instead of online.
*Offline billboard would be designed to raise questions. The board could feature a simple motion animation similar to the retro DVD player logo that bounces from edge to edge while changing colors. Curious people can scan to learn more about the Offline campaign.
Static ads will appear in areas with dense young parent populations and sport camps.
Alternative static ads can also showcase senior athletes still competing and honing their craft.
Taking 3 hours of average scrolling screen time and converting it into to physical distance
Copy can be pasted across the sidelines of popular sport venues. Right infront of sport fans of all ages that aspire to become great.
