Oregon21

The Oregon21 World Athletics competition, in collaboration with Nike, sought to generate widespread awareness, cultivate fervent fandom, and ignite a sense of urgency around the event. As the Creative Director leading this initiative, I spearheaded a comprehensive campaign that harnessed the power of Nike's brand influence and sponsorship and storytelling prowess to captivate audiences worldwide.

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When I embarked on this project, we faced the challenge of creating a buzzworthy event in a highly competitive sports landscape. Our objectives were to drive awareness of the Oregon21 World Athletics competition, establish a strong emotional connection with fans, and create a sense of urgency that compelled audiences to attend or engage with the event remotely.

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To tackle these challenges, I devised a multi-faceted strategy that combined Nike's global reach and innovative storytelling techniques. We aimed to leverage Nike's strong brand equity and extensive fanbase to create a movement centered around the Oregon21 World Athletics competition.

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 Recognizing the power of storytelling, we crafted narratives that showcased the athletes' journeys, their dedication, and their pursuit of greatness. By highlighting the personal stories of these athletes and emphasizing their connection to Oregon, we aimed to create a strong emotional bond with fans and ignite a shared passion for the competition.

 

To generate awareness, we deployed a robust digital and social media strategy. This involved engaging fans through captivating content, including behind-the-scenes footage, athlete interviews, and inspirational stories. We leveraged Nike's vast social media following and engaged influencers and brand ambassadors to amplify our message and create viral moments.