JUST DO IT: CASTER SEMENYA
Title | JUST DO IT: CASTER SEMENYA |
Brand | NIKE SOUTH AFRICA |
Product/Service | NIKE SOUTH AFRICA |
Category |
A01. Glass |
Entrant
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
Idea Creation
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
Production
|
PARK PICTURES London, UNITED KINGDOM
|
Production 2
|
TRIM EDITING London, UNITED KINGDOM
|
Production 3
|
WAVE STUDIOS London, UNITED KINGDOM
|
Production 4
|
GLASSWORKS Amsterdam, THE NETHERLANDS
|
Production 5
|
BEATWORMS Los Angeles, USA
|
Credits
Eric Quennoy, Mark Bernath |
Wieden+Kennedy Amsterdam |
Executive Creative Directors |
Evgeny Primachenko, Hannah Smit, Craig Williams |
Wieden+Kennedy Amsterdam |
Creative Directors |
Teresa Montenegro |
Wieden+Kennedy Amsterdam |
Art Director |
Christopher Cryer |
Wieden+Kennedy Amsterdam |
Copywriter |
Joe Togneri |
Wieden+Kennedy Amsterdam |
Head of Production |
Michael MacMillan |
Wieden+Kennedy Amsterdam |
Executive Producer Broadcast |
Magda Czyz |
Wieden+Kennedy Amsterdam |
Broadcast Producer |
Maud Klarenbeek |
Wieden+Kennedy Amsterdam |
Executive Producer Art |
Kate Barrett, Stacey Prudden |
Wieden+Kennedy Amsterdam |
Art Producers |
Stephane Missier |
Wieden+Kennedy Amsterdam |
Planning Director |
Hillary Heath |
Wieden+Kennedy Amsterdam |
Communications Planner Director |
Kathryn Addo |
Wieden+Kennedy Amsterdam |
Group Account Director |
Amber Martin |
Wieden+Kennedy Amsterdam |
Account Director |
Cassandre Beck, Molly Rugg |
Wieden+Kennedy Amsterdam |
Account Managers |
Joe Burrin |
Wieden+Kennedy Amsterdam |
Head of Design |
Lizzie Murray |
Wieden+Kennedy Amsterdam |
Studio Director |
Gustav von Platen |
Wieden+Kennedy Amsterdam |
Designer |
Noa Redero |
Wieden+Kennedy Amsterdam |
Studio Artist |
Loes Poot |
Wieden+Kennedy Amsterdam |
Project Manager |
Fiona Fan |
Wieden+Kennedy Amsterdam |
Business Affairs |
AG Rojas |
Park Pictures |
Director |
Rina Yang |
Park Pictures |
Director of Photography |
Nick Goldsmith |
Park Pictures |
Producer |
Stephen Brierley |
Park Pictures |
Executive Producer |
Background
In 2018, the IAAF brought in new rules regarding testosterone levels, seemingly targeting women like Caster Semenya who have hyperandrogenism (a condition where her body produces more testosterone than most women), which some have argued gives her an unfair advantage in competition.
In this newest attempt to sideline her for being different, Caster feels that she has nothing left to lose in a sport that has so clearly targeted her as an athlete. While this may seem daunting for some, it actually fuels Caster – leaving her feeling more powerful than she’s ever been, the most dangerous competitor in the arena.
The brief was to show Caster’s story and strength in the face of this opposition. To show her as the powerful athlete and woman that she is and always has been, regardless of this criticism. And, in turn, to encourage young girls to continue to feel the same strength and confidence as Caster. We created a statement with Nike showing their unequivocal support for Caster in her last races before the ruling will come into effect.
Describe the cultural/social/political climate in your region and the significance of your campaign within this context
At a time when the global narrative around female equality is so prominent and important, one of Nike’s most successful female athletes continues to be targeted and victimised for being different.
In a latest ruling by the IAAF regarding testosterone levels, Caster who has hyperandrogenism (a condition where her body naturally produces more testosterone than most women) is being accused of having an unfair advantage in competition. When she is actually just competing naturally as the woman she is.
This campaign was about supporting Caster when it matters most in her athletic journey, in her last races before the ruling comes into effect. We wanted to show Caster’s story and strength in the face of this opposition. To show her as the powerful athlete and woman that she is and always has been, regardless of this criticism. This statement from Nike showed their unequivocal support for Caster and has become an important statement and inspiration for women in South Africa and around the women.
Describe the creative idea
When you’re born to do it—Just do it.
Our idea is a defiant show of support for an athlete unfairly questioned about her gender. Sending a message to her accusers, while also acting as a rallying cry to any female athlete who feel they have been sidelined for being different.
Describe the strategy
Sport has always been a place where genetic outliers shine. Usain Bolt’s long legs, fast-twitch fibres & superior ACTN3 levels (sprinting gene) allow him to sprint faster than everyone. Michael Phelps’s wingspan and large hands & feet made him essentially designed to swim. Giannis’ extraordinary measures in addition to 13.5 inches Achilles (almost double the average adult male length) make him the new NBA prototype.
That’s the whole point. Great athletes are not normal. They are supreme beings. These natural advantages (along with drive, hard work and dreams) unearth new possibilities and push our limits as athletes and humans.
The question is, why is is Caster being targeted for being naturally different? So instead of focusing on why she is different - we wanted to show her story, a story that everyone can relate to. Her natural talent, hard work, humanity and the power of making her dreams a reality.
Describe the execution
We teased the launch of the campaign with a typographic GIF on Nike and Caster’s social channels stating ‘I AM CASTER, I AM FASTER.’
Next, a double-page print in South Africa’s largest Sunday Newspaper that had a powerful photo of Caster mid-run with the provocative line: ‘Too fast? Too bad. She was born to do this.’
Then, on the weekend before her last race, we launched a 60” film on South African television, starring Caster and directed by AG Rojas. While a longer version was released on Nike’s global YouTube channel.
Right before her last race, we had one of Caster’s heroes and fellow Nike athletes, LeBron James, surprise her with a ‘I AM CASTER, I AM FASTER’ t-shirt, while wearing one himself.
Describe the results/impact
The campaign got over 84.5M impressions.
While the film achieved over 18.5M views.
It created incredible conversation in earned media, not just in South Africa but across the globe, with statements such as:
“Caster Semenya’s Ad changed the Game” - Elle
“Nike slaps down the Haters” - Times
“Goosebumps” - Channel 24
“Knocked it out of the Park” - ESPN
Sparking debate and messages of support on social media, making #JustDoIt the number 1 trending hashtag in South Africa.