"Destiny" :60 TV spot

"Force Fate" Case Study

Hero print

Online banners revealed the athletes who made the Olympic team wearing the official Nike team jersey

Posters in hockey rinks throughout Canada

"Podium Props" app turned words of encouragement into online banners and projections

"Fate Photo" app let fans wear the team jersey in profile pictures

Wallscape projection in Vancouver with user-generated content

Wallscape projection in Vancouver when Team Canada men's hockey won gold

The 2010 Winter Olympics were held in Vancouver and Team Canada was favored to win gold. The world believed fate would be responsible for the team’s success. But every Nike athlete knows the only way to achieve success is through hard work. Nothing is predetermined. You must "Force Fate." We built an integrated campaign around this idea that came to life across media leading up to and during the Olympic games.

We made the Nike Training Facebook community - comprised of hockey obsessed teens - the hub of our activity, providing real-time commentary and updates on the action in Vancouver. Here we built apps that allowed users to create shareable content and send words of encouragement to their favorite athletes.

We scaled the campaign through a dynamic online banner and projection platform, running live Nike and user-generated content simultaneously on the web, in Nike retail stores and onto massive wallscapes in Vancouver.

Role: Account Executive, Wieden+Kennedy