#TIMETOTRAIN

Copy | Strategy | Concepting | Film | Campaign

The challenge: Launch a campaign to motivate athletes* to train through the holiday season. 

The idea: The athleticism obsessed never skip a workout. That time of day is sacred—so we tapped into the personalities that train early, midday or late night and created a challenge to ignite their competitive spirit. Do your most impressive moves and tag it #timetotrain Early Riser, Day Squad, or Last Standing—with inspiration from professional athletes, world-class trainers and the best Nike Training product. From launch videos of Nike Trainers to real training insights from Nike Pro Athletes, communities came together to celebrate training like never before.

The result: Nearly 200% growth in followers, the category's most-engaged campaign to date and what every creative wants: Adopted behavior for the long-run using the training personalities #earlyriser #daysquad #laststanding.

And because the athleticism obsessed never stop, neither did we. As a surprise for the athletes* who participated in the campaign, we created a UGC montage to introduce their next challenge—and our next seasonal campaign—#TodayIGetStronger.

Responsibilities:
Research/strategy
Visual/story concept
Production treatments
Athlete & ambassador UGC briefs
ROS creation (Instagram, Twitter, YouTube)
Daily copy execution