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The Nike "Risk Everything" soccer shoe advertising campaign features world-class soccer players like Cristiano Ronaldo and aims to position Nike shoes as enabling higher soccer performance. The campaign communicates through a creative video showing players taking risks in matches. It targets soccer players and encourages them to risk everything for better performance through the slogan "Risk Everything".

Ad Campaign Analysis
“Risk Everything”
By: Miguel Calderón

Creative Briefing
Target Analysis:
• Soccer
Players
Designed
Positioning:
• All soccer
players
Key promise or
benefit:
• Higher
soccer
performance
Communication
Tone:
• To my
necessities

Message Analysis
What does it
say?
• That Nike
shoes take
everything to
the next
level
How is it said?
• A creative
campaing in
which
different
football
players
Whom is it
addressed to?
• Soccer
players
When is it
said?
• In an
afternoon
Where is it
said?
• In a soccer
match

Concept and Slogan
What is the concept
chosen to differentiate
the product or service?
• A faster higher
performance shoe for
soccer players.
What is the slogan?
• Risk Everything

Creative Execution
Execution elements:
• Characters: Cristiano Ronaldo,
Ibrahimovic, Neymar. etc
• Images: Soccer Images
• Texts: soccer texts
• Illustrations: skulls
• Music: Eagles Of Death Metal –
Miss Alissa (OST Nike Football:
Risk Everything)
Execution Aspects:
• Size: 4.12 min

Good or Bad?
Its dynamic
Fun
Convincing
Attracting

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