Nike brings inspiration and innovation to every athlete in the world. Their belief; If you have a body, you are an athlete. They're also creators of inspiring, innovative and impactful content.



The brief was to create a clear and disruptive piece about Nike in their tone of voice and layout. The idea? That its actions that define words and that they can positively redefine them. Conceived as a 30 second spot, it demonstrates the power and impact of words by taking four words that have negative connotations, and inverting their meaning. It shows that through prowess and action in the pursuit of sporting greatness it is possible to reclaim and redefine the words positively, that actions speak louder than words.