Nike — Da Da Ding
Wieden+Kennedy India, 2015
The Nike Da Da Ding campaign was centered on an original song and music video depicting the incredible power of sport. It showcased the unrelenting spirit of women, aiming to trigger a movement by changing the way sport is thought about amongst the 400 million youth of India.
The aim was to create distinction in a market where competitors were far ahead. Nike India had previously achieved big brand moments through the limited lens of cricket. We conversed with Indian youth, athletes, sports experts and pop culture influencers and found that Nike had the opportunity to become a leading symbol of empowerment. But first, we had to break through and make the power of sport meaningful and exciting.
-
Create distinction for the Nike brand, inspire Indian youth to get moving and grow share in youth sportswear.
-
Despite the overwhelming urge to get ahead, Indian youth are conditioned by convention to play it safe.
-
India’s athletes know that sport gives them the strength to be successful on their own terms. But for mainstream Indian youth, sport is at best, a hobby and at worst, a barrier to achievement. The power of playing sport is completely invisible to them.
-
Convention conditions you. Sport liberates you.
Show Indian youth that they have the power to break from convention and get ahead when they pursue sport.
-
Unseated the #1 youth sportswear brand
Music video earned 3M views in 24 hours and became the #1 song on iTunes India
118k Nike+ users activated
2x Nike Training Club Mumbai sign-ups
55% jump in Trial to Conversion across Nike Stores
Winner: Cannes Gold Lion - Film 2017, The One Show Bronze - Moving Image Craft 2017, D&AD Wood Pencil - Use of Music 2017
Music Video
Insights
