June 20, 20121 Comment

BE TRUE 2012 – Nike Takes Pride in it’s LGBT Community

Just in time for the NYC Pride parade - Enter the Nike Pride Pack.  Be True 2012 celebrates the achievements of the New York City, San Francisco and Portland communities as progressive leaders of LGBT life with city-specific footwear releases and accompanying hat and tee.  

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[Via Nike]

BE TRUE 2012 – Nike Takes Pride in it’s LGBT Community via @jpenabickley

May 21, 2012No Comments

Nike’s Back To The Future Fundraiser

Wieden + Kennedy's spot for Nike featured Bill Hader, Christopher Lloyd, Tinker Hatfield, Donald Fullilove and KD star in a film about the most famous shoes never made, in an effort to support the Michael J. Fox Foundation for Parkinson's research.

To learn more, go to http://www.back4thefuture.com. To bid on the 2011 Nike MAG shoes, go to http://www.nikemag.ebay.com.

Nike’s Back To The Future Fundraiser via @jpenabickley

May 21, 2010No Comments

on: football boots and your future

This is one to watch! This is the first stage of a Nike journey that will ultimately see fans around the world write their own future through experiences that put them at the center of the action. In June, fans will be able to live like their heroes through a unique experience on nikefootball.com that generates ripple videos and visuals from their own photos and information, placing them at the center stage.

http://vimeo.com/moogaloop.swf?clip_id=11896489&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1

Write The Future from Nalden on Vimeo.

It was directed by renowned Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel).
Footballers can use this creative to build their own Facebook campaign to get noticed and selected for “The Chance” – an elite Nike Academy football camp in partnership with the Barclays Premier League in England that allows players to get scouted and get noticed at the highest level of the game.

This is epic!

on: football boots and your future via @jpenabickley

May 21, 2010No Comments

on: football boots and your future

This is one to watch! This is the first stage of a Nike journey that will ultimately see fans around the world write their own future through experiences that put them at the center of the action. In June, fans will be able to live like their heroes through a unique experience on nikefootball.com that generates ripple videos and visuals from their own photos and information, placing them at the center stage.

http://vimeo.com/moogaloop.swf?clip_id=11896489&server=vimeo.com&show_title=1&show_byline=1&show_portrait=0&color=&fullscreen=1

Write The Future from Nalden on Vimeo.

It was directed by renowned Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel).
Footballers can use this creative to build their own Facebook campaign to get noticed and selected for “The Chance” – an elite Nike Academy football camp in partnership with the Barclays Premier League in England that allows players to get scouted and get noticed at the highest level of the game.

This is epic!

on: football boots and your future via @jpenabickley

June 1, 2009No Comments

ON: A Few ONE Picks

While cruising the one show winners for the best work in 2009, I ran across a number of real gems.  Here are a two that broke through the clutter for me.

Basketballers Network - For Nike
R/GA hits a home run with a simple application on Facebook that lets you organize games via a Facebook app.



Sprint - Now Network
Goodby pleases with Sprint's Now network from the beautifully written and art directed spot to the LIVE site.  The expression and dramatization of a simple idea is grand!

Picture 1

Picture 4

ON: A Few ONE Picks via @jpenabickley

June 1, 2009No Comments

ON: A Few ONE Picks

While cruising the one show winners for the best work in 2009, I ran across a number of real gems.  Here are a two that broke through the clutter for me.

Basketballers Network - For Nike
R/GA hits a home run with a simple application on Facebook that lets you organize games via a Facebook app.



Sprint - Now Network
Goodby pleases with Sprint's Now network from the beautifully written and art directed spot to the LIVE site.  The expression and dramatization of a simple idea is grand!

Picture 1

Picture 4

ON: A Few ONE Picks via @jpenabickley

January 18, 20094 Comments

ON: Conversations

Conversation

Shhhh... I hear something.  (my RSS feed-reader acting as a glass pressed against a thin wall) It's a Armano's conversation about A Moment of Truth for Digital Agencies.   The candid post spurred an observation about our entire industry.  Agencies still live in the "service" economy.  Visit an agency site, lots and lots of TALK about "conversations agencies".  Seems like an oxymoron when you read their case studies and capabilities and they show desperate :30-second spots, websites, widgets, landing pages and emails.  They may have changed logos, redesigned their web sites, started blogs
and re-thought their approaches but they are still servicing clients
who don't understand what it takes to deliver a real conversation.  Why is this?

I think there are a five factors driving this.

  1. Old definitions of Brands remain. Our clients who sell products or services have forgotten that a Brand is what consumers think and how they feel about their products.  The brand is my perception of the human characteristics consumers have given your product after becoming aware of your relevance. Great brands play on our emotions and facilitate our existing passions.   Brand managers are really product managers.  We the consumer are the "Brand" managers.

  2. Control issues. Most companies as well as brand and product managers are over protective of their images and don't want you to own their brands. They want you to buy their products, but they are unwilling to let go and listen to something besides their business school text books.
  3. Social relevancy. Do you have something interesting to say? If you want to want to have a conversation you need to know a little something about what's important to me.You should want to be provocative. If you want to sell me something you need to tap in to my desire to have a relevant conversation with me.  Most products miss this one entirely.
  4. Fear of standing for one thing and not everything. Most companies fear outside opinions. The point of marketing is to provoke a response. So what if my product says something that people do not agree with?  It's important to have an opinion and to take a stand.  You may actually learn something.  If you stand for fitness, what about your product facilitates that fitness? What "brand" of fitness do you stand for? If you stand for everything you will be a nothing. No one, no product and no brand can be everything to everyone.
  5. Bad listening skills. Some marketers and creatives have not stopped to listen.  The research is out there.  The passions are in constant evolution and people are talking in public so that we can measure their interests.  In the conversation economy the quiet listener and inquisitive spectator is the most an important asset.

The vast majority of product companies out there suffer from one or all of the above.  They too are still doing business in the "service" economy.  What they are missing is that consumers have been bombarded with constant one-way yelling for far too long.  That one-way yelling has reached the point of mass cynicism. Breaking through requires insightful connectivity no matter the medium.

There are a few products that have begun to create amazing conversations worth following. Pepsi, Dove, Flip Video, Nike and Showtime offer a great learning opportunity for marketing organizations.

Real conversations require courage.
You have to grow a pair. Decide what your going to say to consumers and be proud and consistent. You have to take a stand and be prepared to lead. Be prepared to be criticized, learn from that criticism while staying true to the core of the idea and never accept failure. Look at the evolution of Showtime.  The minute they decided to create original content that stood for something different - viewers followed and created tribal villages.

http://widgetserver.com/syndication/flash/wrapper/InsertWidget.swf

Conversations require social relevancy.
Be contemporary and of the moment.  People create movements products can facilitate them.  In America today we are the cusp of a new day.  A rebuild.  What will your product or service bring to that party? Look at Pepsi. (need i say more?)

or Flip VideoFlip has managed to be socially relevant through the constant innovation and putting their product at places that have social relevance. I look forward to seeing them yield emotional insights from their partnerships with YouTube and Facebook.  Those insights should lead them to a more emotional tapestry of conversations.

Conversations require deep insights and simple observations.
The need for psychological and sociological insight still remains. Listening to what people are saying is just as important as watching what people are doing. This is the key to making sure you are talking to the right people. Take a look at Nike. They decided they were going to be a fitness company instead of a shoe company.  They  have used technology, fitness tribes, and the power of peoples individual fitness needs to continue to innovate year after year.

http://www.nike.com/nikeos/global/modules/video/v1/swf/video_player_v2_0.swf?regionConfig=http://www.nike.com/nikeos/global/modules/video/v1/xml/reg/reg_config_en_US.xml&siteConfig=http://www.nike.com/g1/na/en_US/xml/default_site_config.xml&locale=en_US&guid=7b6eaefc-8917-7d8d-8e7f-93b8632e699c_id1255&isEmbed=true

another example of tapping true insight is Dove's Campaign For Real Beauty.

http://moviestore.campaignforrealbeauty.com/moviestore/dsef07/embed/dovefilms.swf?flvLoc=http://moviestore.campaignforrealbeauty.com/moviestore/dsef07/Onslaught_US.flv&seekTime=20.5&freeze=true&cc=US

This one is evergreen as well as the conversation that started the ubiquitous drive for marketers to try and replicate this "lightening in a bottle" viral hit.  What I love about this example is that it not only uses insight, it continues to be socially relevant as well as courageous. Dove continues to strive to do the right thing for woman despite the critics.

Now that we have a few examples of conversations that have created brand movements we should strive to look at what we need to do to be change agents for our clients and agencies. 

Which companies and or agencies have managed to create a real conversation?  Which companies have done it all wrong? And during the downturn who will use conversations to connect people with their products?

ON: Conversations via @jpenabickley

November 23, 20083 Comments

ON: Nike 6.0

Picture 2

Check out the sliding nav and picturesque navigation at Nike 6.0

Nike 6.0 Website URL: http://www.nike.com/nke6/v5/#/brand/team/sport_bmx

ON: Nike 6.0 via @jpenabickley

July 13, 20084 Comments

ON: NIKEFootball’s Widget Launch

"NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good" was the headline of the press release that I received in my ON: Inbox last week.  While it peaked my interest it also gave me pause and reminded me that "change begets more change".  Widgets are not a new change for consumers.  What has changed is our use of them as an easy way to distribute content for brands by sharing the content and functionally in them with our communities.  the brilliant marketers at NIKEFootball know that the brand site, at launch, is a place for consumers to fall in love and share. 

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&page=typepad&pli=452203&pi=0&wdg=1&rp=http://ds.serving-sys.com/BurstingCachedScripts/ReportPage_63_2.html&ord=691357.9921238124

In an attempt to deliver on of the largest video widget campaigns ever, the European Soccer Championship, Eyeblaster, NIKE, AKQA and Mindshare worked together to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website.

Picture_2

NIKEFootball’s video widget campaign moved across more than 10 countries, revolutionizing the way any brand has ever used ad serving technology. The campaign uses bought/paid media combined with Nike Media (ie sites, banners and applications) to inspire earned / consumer generated media across the globe.

Here is the lift from the press propaganda sheet:
Eyeblaster, home of the world’s most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.

As part of a multi-faceted campaign that crosses multiple borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand integration for one of the most well-known brands on the planet.

“We’re excited to launch one of the largest global video widget campaigns ever,” said Mike Cookson, content and media director at Nike EMEA. “AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.”

NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.

“NIKE’s new campaign breaks the traditional online advertising model,” said Chris Hancock of AKQA. “We wanted to invent a way to push content out to users. Using Eyeblaster, we designed a campaign that uses advertising space on websites as a channel to distribute video from a site in conjunction with the added ability for consumers to ‘grab’ the content.”
“The widget represents fresh thinking that adds value to consumers' experiences of the brand.  It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget,” added Hani Mahdi, account director at MindShare WorldWide.

To maximize ad spend and add a viral aspect to the campaign, AKQA integrated seeding technology with the video widget. The seeding technology is powered by Gigya in cooperation with Eyeblaster. Users can “grab” the widget from the website they are looking at and install it on their social networking page. This opens a direct, permanent communication channel with users where NIKE can update video content at anytime.

“NIKEFootball’s new widget campaign revolutionizes the way any brand has ever used ad serving technology,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Eyeblaster makes it possible to fully execute MindShare’s and AKQA’s creative strategy and we are confident that the campaign will generate great results.”

The campaign is being served and measured using Eyeblaster’s Ad Campaign Manager (ACM) platform. With ACM, AKQA and Nike can access data consolidation and manage geo targeting, dynamic content and global distribution from one platform.

This does not feel new, but it sure feels big.  Perhaps the change they speak of is when a big brand like Nike pushes the limits on content and distribution perhaps it will inspire other categories to follow suit with relevant content that will inspire brand love.

If this is the LARGEST WIDGET LAUNCH EVER - Does anyone know which widget sharing platform they used?  I scrubbed the code and it looks like Gigya has done it one more time!  It just seemed highly unlikely that they would re-invent that wheel at the brand's expense.

ON: NIKEFootball’s Widget Launch via @jpenabickley

July 13, 20084 Comments

ON: NIKEFootball’s Widget Launch

"NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good" was the headline of the press release that I received in my ON: Inbox last week.  While it peaked my interest it also gave me pause and reminded me that "change begets more change".  Widgets are not a new change for consumers.  What has changed is our use of them as an easy way to distribute content for brands by sharing the content and functionally in them with our communities.  the brilliant marketers at NIKEFootball know that the brand site, at launch, is a place for consumers to fall in love and share. 

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&page=typepad&pli=452203&pi=0&wdg=1&rp=http://ds.serving-sys.com/BurstingCachedScripts/ReportPage_63_2.html&ord=691357.9921238124

In an attempt to deliver on of the largest video widget campaigns ever, the European Soccer Championship, Eyeblaster, NIKE, AKQA and Mindshare worked together to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website.

Picture_2

NIKEFootball’s video widget campaign moved across more than 10 countries, revolutionizing the way any brand has ever used ad serving technology. The campaign uses bought/paid media combined with Nike Media (ie sites, banners and applications) to inspire earned / consumer generated media across the globe.

Here is the lift from the press propaganda sheet:
Eyeblaster, home of the world’s most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.

As part of a multi-faceted campaign that crosses multiple borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand integration for one of the most well-known brands on the planet.

“We’re excited to launch one of the largest global video widget campaigns ever,” said Mike Cookson, content and media director at Nike EMEA. “AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.”

NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.

“NIKE’s new campaign breaks the traditional online advertising model,” said Chris Hancock of AKQA. “We wanted to invent a way to push content out to users. Using Eyeblaster, we designed a campaign that uses advertising space on websites as a channel to distribute video from a site in conjunction with the added ability for consumers to ‘grab’ the content.”
“The widget represents fresh thinking that adds value to consumers' experiences of the brand.  It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget,” added Hani Mahdi, account director at MindShare WorldWide.

To maximize ad spend and add a viral aspect to the campaign, AKQA integrated seeding technology with the video widget. The seeding technology is powered by Gigya in cooperation with Eyeblaster. Users can “grab” the widget from the website they are looking at and install it on their social networking page. This opens a direct, permanent communication channel with users where NIKE can update video content at anytime.

“NIKEFootball’s new widget campaign revolutionizes the way any brand has ever used ad serving technology,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Eyeblaster makes it possible to fully execute MindShare’s and AKQA’s creative strategy and we are confident that the campaign will generate great results.”

The campaign is being served and measured using Eyeblaster’s Ad Campaign Manager (ACM) platform. With ACM, AKQA and Nike can access data consolidation and manage geo targeting, dynamic content and global distribution from one platform.

This does not feel new, but it sure feels big.  Perhaps the change they speak of is when a big brand like Nike pushes the limits on content and distribution perhaps it will inspire other categories to follow suit with relevant content that will inspire brand love.

If this is the LARGEST WIDGET LAUNCH EVER - Does anyone know which widget sharing platform they used?  I scrubbed the code and it looks like Gigya has done it one more time!  It just seemed highly unlikely that they would re-invent that wheel at the brand's expense.

ON: NIKEFootball’s Widget Launch via @jpenabickley
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