Most impressive campaign:
Winner: Nike’s ‘Dream Crazy’
Nike made a bold move in this years ‘Dream Crazy’ campaign; making a stance into politics with the choice to make Colin Kaepernick its front man after he drew attention by refusing to kneel as a protest against racial justice. Yet Nike’s campaign made him a hero; “Believe in something, even if it means sacrificing everything.” The campaign was a bold move but paid off. Nikes online sales grew by 31 percent.
Runner up: Kathmandu’s ‘World Ready’
Winner: Mitre 10’s Kong the Donkey
Mitre 10’s new brand mission was shown through the use of its newest mascot, Kong the Donkey. Kong’s constant escapes end in a trip to Mitre 10, where we learn instead of fencing him in, we learned all Kong needed was a friend. The mascot stole our hearts and inspired us to think outside the box (or cage).
Runner up: Tammy Wells, the face of Briscoes
Prepare yourself for the industry new year with the Retail Leaders Forum, find out more at www.retailleaders.co.au