NIKE CANADA
and players are fiercely competitive.
During the Ice Hockey World Junior Championship, Nike Canada released nine variations of
a 90-second film. The story needed to continuously develop and avoid becoming stale because the tournament was a major event for Canadians—we were playing to a captive audience in 31 media slots of 90 seconds in just nine days. Everyday the spot evolved and the character became less nice.
The fun, energetic films embraced the stereotype that Canadians are the nicest people on Earth and turned the idea on its head. When Canadians play sports, they’re the antithesis of courteous.
They don’t play nice.
Here is the recap of the campaign.