Match Point: Chapter 745 creative spark

Chapter 746 Creative Spark

Looking at the commercialization of competitive sports for nearly half a century, there are countless top superstars in different sports and fields. Everyone should have their own list of "superstars" in their minds.

However, for the development and promotion of professional players' personal commercial value, there are three players who have entered the annals of history and changed the pattern.

Michael Jordan, the first real hero who created a personal brand and promoted Nike to become the world's largest sports brand.

David Beckham, the first legendary superstar who broke the barriers of competitive sports and penetrated into fashion, entertainment, life and other industries.

Cristiano Ronaldo, the first person to make full use of social networks to create a business empire to realize personal value.

The times are advancing; history is being written, and they all left their own rich strokes in different ways.

If it is said that discussing field performance and professional achievements, then the debate among fans will definitely not subside, which is the case in every competitive sport; but when discussing commercial value, personal brand, marketing, etc., the above three players are An epoch-making existence.

At present, for Nike, C-Ronaldo is the big brother, and the NBA's LeBron-James (LeBron-James) is also slightly inferior.

Whether it is Beckham or C-Ronaldo, this is the height that all sports agents dream of. With one player who creates an entire business empire, even if only this player is in the hands of the agent, he can easily reach the top of the pyramid1 % ranks.

Obviously, this is the future that Tobias painted for Gawain.

This time, Gao Wen and C-Ronaldo shot an advertisement together, which is naturally not Gao Wen's personal advertisement, but a special plan for Nike's New Year promotion—

The stars mobilize.

The title of the project is, "Dreams are Crazier", which marks the beginning of a new prelude for Nike in 2015.

The whole ad idea, is very interesting.

The advertisement, starting with Gao Wen, filmed him exercising in the gym and practicing on the driving range, and then he stepped onto the court amidst the cheers of the audience, and mixed-cut the scene of him advancing all the way in the US Open, Finally climbed to the top to hold the cup.

Finally, a footnote, "They said, this is madness."

Of course, when Gao Wen participated in the U.S. Open, he was wearing a team uniform, so the appearance and hitting scenes still need to go back to New York to reshoot; and the post-production will use computer special effects to modify the details to show that Gao Wen is wearing a Nike jersey Image of the ascent.

Afterwards, Gao Wen will leave the tennis court and continue his "crazy journey" of challenging the limit.

Set foot on the green field and challenge C-Ronaldo.

Step onto the basketball court and challenge LeBron James.

Step onto the golf course and challenge Rory-Mcllroy.

Step onto the ballpark and challenge Mike-Trout.

Each time the challenge ends, the footnote repeats, "It's crazy, they say."

When all the challenges were over, Gawain returned to the tennis court, ready to go, and when he was waiting to step on the court, the Hulk was standing on the other side of the net waiting for the battle.

With the sentence "In this case, it is better to dream more crazy", the whole advertisement is drawn to an end.

The entire advertisement is completely connected with Gao Wen as the core. Naturally, C-Ronaldo and LeBron James need not say much. They are currently one of the most representative and influential top superstars in football and basketball, while the other two players It's also not a small background, it is the player that Nike is currently pushing.

McIlroy, golf, born in 1989, officially became the new world No. 1 in March 2012, and currently holds four Grand Slam championship trophies, including the US PGA Championship in August.

Trout, baseball, born in 1991, played for the MLB Los Angeles Angels, was elected the American League MVP in the just-concluded 2014 season. He is not only the youngest MVP in history, but also the first in history. Players who made it to the top three.

There is no doubt that the lineup is luxurious.

If any one of these players is taken out, the current achievements may be higher than that of Gao Wen, and they also represent the current peak of their respective sports.

And Gao Wen is about to "challenge" them, and connect the whole theme together throughout, becoming the soul of the advertisement.

It can be seen from this that Nike has high hopes for Gao Wen, boldly and decisively launched the first large-scale project in 2015 around Gao Wen; even invited top superstars such as C-Ronaldo and James, and Gao Wen Work together and show their determination.

Of course, how could C-Ronaldo and James be willing to be green leaves?

The special project is a series of works, and "Dreams Are Crazier" is just the first part, which establishes the core theme of Nike's commercial promotion in 2015:

Dare to dream, dare to act.

After that, Nike also developed a separate theme for C-Ronaldo, James, McIlroy, and Trout as the core, and finally gathered five players again to shoot the last part of the series. The planning series comes to an end.

Big blueprint, big money.

Moreover, this is a plan for the entire Nike brand, so it spans five different projects, and the main purpose is to present a core theme; next, Nike has separate related plans for each project, and the series of advertisements and promotional posters need to Start a new stove and shoot alone.

The pattern of Nike is naturally no small matter.

The first time Gao Wen read the entire project was in London. On the one hand, he lamented that Nike’s conception and creativity could be inspired by his US Open experience and derived the entire business plan; My own opinion-

The Hulk at the last moment was Gawain's idea.

According to the original plan, in the final stage, Gao Wen stepped onto the court and faced a magnificent and spacious court, but the opponent on the other side of the net was unknown.

It was empty.

After all, it is impossible for Nike to invite Federer or Nadal to "assist" Gao Wen in the filming.

It's not because the two players are too big~www.mtlnovel.com~ not to be a supporting role for Gao Wen-this is obviously a reason; but it's more because they are too direct and too simple.

It is very likely that "Gowin VS Federer/Nadal" will be directly opposed to form an infighting among Nike's spokespersons Wise choice.

Nike believes that the concept of "challenging the unknown" and "challenging the limit" as the ending fits perfectly with the whole theme and is more suitable than a concrete opponent.

However, Gao Wen believes that since the theme of the whole project is "crazy" and has been breaking the boundaries of sports, why not be more crazy?

For example, against the Hulk or Iron Man.

The disadvantage of this is that it lacks some artistic conception, because the original plan still has some Zen and philosophy, which can elevate the advertising concept, but now after the revision, this possibility is lost.

The advantage of this is that it is more friendly and interesting, at least it can spark discussions among young people, and may even spread widely.

After thinking about it, Nike adopted Gao Wen's opinion.

(end of this chapter)