THE BRIEF
Move to Zero is Nike’s journey towards zero carbon and zero waste to protect the future of sport.
Together with JD Sports, Nike briefed us to create a dialogue and empower the consumer to make more sustainable life choices and make the Move to Zero concept tangible and actionable for the JD consumer.
WHAT WE DID
We know that climate change is a complex and daunting subject so to get the message across, we had to come up with an idea that brought the subject of sustainability to a Gen Z audience in a lighthearted and playful way. We also know that when it comes to serious topics, people want to listen to people who look and sound like them, rather than listen to a brand.
OK COOL produced a content series that pitted an iconic influencer duo head to head in a gamified ‘day-in-my-life-’ challenge. The series, called #WeMove, focused on how changing micro-behaviours in your day can make a big difference.
THE OUTCOME
Raising awareness around sustainable habits is a long-term goal and won’t happen through one campaign, but our efforts continue the conversation which, over time, makes a difference. We drove a 25% increase in comments around sustainability and climate change and noticed a visible difference in positive sentiment around the topic.