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....

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