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Nike: Just Do It – ‘How I Fight’

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Your body is a weapon.

The perfect mantra for life, a great place to start a Just Do It campaign, and very relevant in a place like South Africa. A place where daily life is a fight. A place where poverty and unemployment are very real. A place where too often crime and violence are seen as ways to overcome these obstacles.

Our campaign set out to remind people you always have an alternative to violence. To fight on the sport field. To use your body as a weapon to bring about positive change in your life.

Covering TV, print, outdoor and new media, our campaign twisted the language of violence into a peace message by juxtaposing it with dramatic sports images.
Credits Other credits

Account team Tad Greenough; Lorenza Montorfano

Producer Lalou Dammond @ ParkPictures

Editor Sam Gunn @ The Whitehouse

Post Production Adam Scott, Telecine / Judy Roberts – Flame @ The Mill

Voice over Presley Chweneyagae

Music Composition Human L.A

Sound Design Jack Sedgwick @ The Wave

Agency Umberto Zappa

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