Nike 5 – embracing uncertainty, or how planning embarrassed Wayne Rooney

This paper discusses a campaign for Nike which aimed to connect the brand with a new audience in a new way.

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...

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