Nike launches Australia’s first ever female night race ‘She runs the night’ campaign via Us Sydney
CB Exclusive – This week, Nike launched Australia’s first ever female night race, She Runs The Night. The event challenges and inspires runners of every ability to unite as a community and reach their physical goals. This evening event will provide a safe environment to empower female runners to celebrate their love for running and their city.
The inaugural 13km race will light up Centennial Park Sydney on the evening of 3 May 2012. The creative campaign, developed by Us Sydney, features race ambassadors recruited from Nike She Runs Facebook community starring in online films, print ads and outdoor posters. When scanned by a QR reader, the outdoor posters launch a video inviting others to join her for local training sessions and night runs in the lead up to the race.
The event was launched to the community on Facebook with a short film that follows one runner’s journey into the night. It can be personalised so runners can challenge their friends to join them and run the night.
Says Us Sydney executive creative director, Christy Peacock: “It’s really important to us that this race is owned by the grassroots female running community of Sydney. Our entire campaign is about telling their stories and making them the heroes,”
Nike Pacific marketing director, Juliana Nguyen added: “Nike wanted to motivate women to lace-up and discover the excitement and enjoyment of night running with their friends. She Runs The Night will inspire women to run together around an iconic Sydney venue, Centennial Park, and celebrate night running in a safe environment.”
36 Comments
No
…..why didn’t you use my prose, it worked for vw.
yes
Wasn’t ‘She runs the night’ a song about hookers?
They don’t feel like Nike.
Nice work Tim! Best use of an actual fox for quite some time.
On Brand. Off target.
was that our ad from What Women Want?
Didn’t want to like these, but I do, nice work all involved.
That’s the more boring Nike commercial I have ever seen.
I suspect that ‘she’ will have to run plenty of kms to stand any chance of seeing any part of this “entire campaign”. Lots of noise about not much, I’d wager.
Shows the lag between rest of the world and Australia.
Three years too late.
Feels like an attempt at replicating reference clips. Is the fox in there because that’s what happens, or because “night animal” insert is so popular in OS spots of this type?
That’s 2 minutes of my life I’m never getting back.
this could be good but it is boring film… also it is a complete copy and bad version of VW night drive.
Someone has tried hard to copy….
Mel and Helen cracked this ages ago . . .
http://www.youtube.com/watch?v=QyO6ayCb5rE
Daniella’s hot
“Says Us Sydney executive creative director, Christy Peacock: “It’s really important to us that this race is owned by the grassroots female running community of Sydney. Our entire campaign is about telling their stories and making them the heroes,”
Anyone actually in the running community will just laugh their fantastically toned asses off.
Nike and grassroots, there has been no such thing, especially in ultra and long distance running.
If this is their first attempt, you have a long way to go.
I was waiting for her to be murdered….
missed opportunity
If you’re going to judge it, judge it properly.
IDEA: A woman running in the night – FAIL
EXECUTION: Definitely ripped off VW/Dylan Thomas – LAZY
DIRECTION: Nicely composed and shot. Well done considering zero idea.
Typography: Very nice
She must be fucking fit though – running through The Rocks, Angel Place City, Iron Cove Bridge Balmain and far enough out of the city to spot a fox.
The only people laughing their asses off are ad wankers. When you take a look at their facebook page you get a bit of an idea that these women like this, and they’re pretty willing to join in.
I think it’s nice. For once a piece of advertising that’s not so much about telling people what to do as it is about getting them to do it.
I was in there for a bit when they were working on this and the fact it has no idea in it isn’t lost on anyone but the client. They tried in vain. Either way Tim crafts the crap out of it as always. At least they are trying and all the Facebook stuff makes sense to the consumer.
Took a look at the FB page and you can’t really argue with that. They’re chatting about it, sharing it and seem to be joining in. So the people who it’s targeted to seem to like, you don’t. Seems to be mission accomplished to me…
The talent in the print perhaps should have run about 10 kays before being shot. I reeks of ad posing and not the reality of running.
We sweat, our hair looks like shit, we don’t have make up on, we generally aren’t standing like a statue after a hard run.
Or, perhaps they are about the start running.
Global adapt perhaps?
http://www.youtube.com/watch?v=gTv3sHGNOmQ
Welcome home Christy!
Andy
Real runners aren’t afraid to run at night.
This is talking to the vast majority of hobby-joggers, not the hard core.
So don’t be too hard on it, just because you’re a chick who can smash out sub-4min kays and the chicks in these ads look round and curvy and not at all like you and your mates.
BTW, Christy proved in his old mojo days that he gets the nike brand. Maybe it’s the local client that doesn’t.
Yeah, feels too similar to night driving which was simply beautiful. This ain’t nothing special.
It’s funny we all look at this site to see what the world of Advertising shouldn’t be.
The people who constantly berate work on this blog amaze us, you really are a bitchy ignorant bunch of ad wankers.
Biting the heads off of people who actually produce work for real clients in-between doing your scam work that still doesn’t get a sniff at the award shows really isn’t a job, but I guess a few of you are getting paid to sit at your desks and write on this blog, you might want to turn that energy into writing an ad or 2.
I feel sorry for people who feel they need to bring down others work to justify their own lack of creativity.
These are nice spots, well executed, the print is beautifully shot and well art directed with great type simple as that!
But hey, keep up the trash talk, it keeps us entertained.
@ 9.56
@4:32:
The problem is that they are as you put it “nice”. What a terrible things to aspire to. The only worse compliment here in Australia is to label something “just a bit of fun”. It’s a get out of jail free card made by apologists.
Why is “nice” good enough? Just because the effort is genuine doesn’t mean it is immune to criticism, or should be given a pass.
And adding an indignant “simple as that” doesn’t magically make it true.
Haters gonna hate.
This is really good. Beautifully shot. Good music, great ambience.
Makes me wanna jog and I’m a guy…
Who cares. More of a social event than anything else.
I think it’s a brilliant ad, it actually made me sign up to the fb page, download the app and register for the event…
Isn’t that what ads are supposed to do?
And guess what I’m a ‘hobby jogger’ as someone put it, who can only run 5kms at the moment, but the whole campaign has INSPiRED me to take up the training programme and aim to participate in what sounds like a great event….
From the 33,000 likes on fb I guess I’m not the only one…
Just because 33000 likes have been achieved doesnt mean they are all lacing up. I want to promote my own event called “He walks the day”. I wonder if Nike would go for that?
fuck, jogging is so extreme.