The Nike "Risk Everything" soccer shoe advertising campaign features world-class soccer players like Cristiano Ronaldo and aims to position Nike shoes as enabling higher soccer performance. The campaign communicates through a creative video showing players taking risks in matches. It targets soccer players and encourages them to risk everything for better performance through the slogan "Risk Everything".
2. General Information
• Type of product or service
Soccer shoes
• Brand
Nike
• Campaing name
Risk everything
3. Creative Briefing
Target Analysis:
• Soccer
Players
Designed
Positioning:
• All soccer
players
Key promise or
benefit:
• Higher
soccer
performance
Communication
Tone:
• To my
necessities
4. Message Analysis
What does it
say?
• That Nike
shoes take
everything to
the next
level
How is it said?
• A creative
campaing in
which
different
football
players
Whom is it
addressed to?
• Soccer
players
When is it
said?
• In an
afternoon
Where is it
said?
• In a soccer
match
5. Concept and Slogan
What is the concept
chosen to differentiate
the product or service?
• A faster higher
performance shoe for
soccer players.
What is the slogan?
• Risk Everything
6. Creative Execution
Execution elements:
• Characters: Cristiano Ronaldo,
Ibrahimovic, Neymar. etc
• Images: Soccer Images
• Texts: soccer texts
• Illustrations: skulls
• Music: Eagles Of Death Metal –
Miss Alissa (OST Nike Football:
Risk Everything)
Execution Aspects:
• Size: 4.12 min