Nike have launched a new campaign for 2012 insisting that we all #makeitcount (cannot forget the hashtag in this twitter obsessed time). The posters consist of the Uk’s top athletes making their own pledges for 2012. Created by Weiden & Kennedy London and AKQA the photographs are snapped at moments during the athletes training when they are at their most intense and need to #makeitcount. Photographer Adam Hinton says:
“We wanted to show the sheer hard work and determination these athletes put into the sports they love. To be at the top of their game requires enormous amounts of blood, sweat and tears and they train hard, pushing themselves to the limit to get there.”
Nike are not an official partner of the 2012 games, however there is a strong link to the events in this campaign.
For me it is also a clever move by nike to include the + onto their logo with this campaign. This ties into the running technology that Nike has developed over the last few years and also has connotations of giving that little bit extra. As a simple piece of design it reads well. “Nike Plus”