Responses by Wieden+Kennedy Amsterdam and Nike Germany
Background: Nike’s latest two-minute Just Do It film “Sonne” highlights the powerful story of German boxer Zeina Nassar, who is leading the way in supporting the next generation of female athletes in Germany and beyond. “Sonne” is a universal story emblematic of the pursuit of sport by all female athletes fighting for an equal playing field, no matter who they are or where they come from. It is a heroic celebration of sport as a powerful platform to make a statement, enabling female athletes who speak up for the greater good.
Also, in alignment with the campaign, Nike Germany hosted Just Do It Sunday to help get Germans active and make sports a daily habit. Activations across Just Do it Sunday and beyond are open to all sports enthusiasts across the country; Nike Members will be able to gain additional benefits while moving for their cause.
Reasoning: Not only is Nassar one of Germany’s best boxers, setting an example for anyone who wants to make a name for themselves in the ring, but as a Lebanese German from Kreuzberg, she does it for her family and her communities too. She helped to rewrite the boxing rulebook when she aided in overturning an international regulation prohibiting women from competing in a hijab—a win for women across the world—and continues to lead the way in supporting the next generation of female athletes.
Favorite details: The soundtrack. Rammstein’s ‘Sonne’ is an iconic track by a remarkable German band and we gave it a new sound with Balbina’s stripped back yet modern take on it, which retains all the power of the original but updates it for 2020.
Visual influences: Zeina Nassar is the embodiment of a new generation of Germans. She, as a proud Berliner and as a proud athlete, has done so much for her community, and for the sport is one of the faces of a brave new Germany: a Germany that looks and sounds different, but is adapting and changing to the modern world nonetheless.