Nike 5 – embracing uncertainty, or how planning embarrassed Wayne Rooney
Wieden & Kennedy
UNCERTAINTY
That's a bad thing for us planners, right? Isn't it best that we work logically and analytically, to predict outcome and minimse risk?
We're not so sure.
This is a paper about connecting Nike with a new audience in a new way. About reaction. About instinct. About emotion.
It's about rejecting the traditional deterministic model of planning.
This is a paper that demonstrates that sometimes, just sometimes, planning's at its best when it's liberated, spontaneous, iterative and adaptive.
In fact, when it challenges the very...