Think You've Seen It All, TikTok?
The Challenge
Invite Gen Z to celebrate Nike’s 50th anniversary on TikTok.
Nike commemorated its golden milestone by passing the torch to the next generation. For all the jaw-dropping, groundbreaking moments in sport, the best athletes* in the game are still on the come up.
A TV anthem featuring Spike Lee in his iconic role as Mars Blackmon kicked off the campaign. But how could we turn that message into a movement on TikTok?
In partnership with Wieden+Kennedy, we took the brand film to social to blow Gen Z’s mind by asking them to prove Nike right: the next generation is changing the game one incredible dunk, aerial flip, and tailslide at a time.
Working with Nike’s in-house music team, we sampled audio from the anthem video “Seen It All” to create a custom sound, pairing dialogue with a TikTok-right beat produced by Chong the Nomad.
We paired the sound with a hype reel of footage from TikTok creators and went live with our CTA—“use our sound to show us your vision for the future of sport.”
We also partnered with a cast of Gen Z athletes across various sports to lead by example and amplify the message.
And fans showed up.
So we created a highlights reel featuring our top fan submissions and Creators, boosted for maximum reach to close out the campaign with a bang.
TikTok was into it, making our sound #2 on the platform’s viral sound list the day after we launched.
There are now 60K videos (and counting!) using the sound.
We made some noise.
-
0 M+Impressions
-
0 M+Views
-
0 K+New Followers to @Nike
-
# 2on TikTok’s Viral Sound Ranking
