Soul POVs

It's All About The Passion

Written by Marian Bunte

“It is all about the passion”

If you look at the faces of all Cannes Lions speakers and award winners, you will find something in common: a true passion for what they do, for what they represent. This passion is authentic, contagious and motivating. Certainly, it is no coincidence that success and passion often come together. Today my passion has led me to the talk on the Nike Breaking2 project. One of my favorite campaigns, which even got a National Geographic documentary. By the way, Mindshare was also part of it.

Running a marathon in under two hours is unimaginable for most people. Achieving either that time in that distance? Unimaginable. Breaking2 was a project by Nike to break the two-hour barrier for the marathon. The event was held on the Formula One Autodromo Nazionale Monza race track in Italy on May 6, 2017. Ultimately, the project came up short, with Eliud Kipchoge winning the race in 2:00:25. Technically, it failed. But from a marketing perspective, it was one of the most successful and reach-strongest campaigns ever seen in the market. And the key for success was definitely the passion of the whole team behind this project. “There was an outstanding passion for this project, a passion that you can tattoo on your skin”, told by Mark McCambridge, Brand Communications Director of Nike. Not just a joke.

Running and doing the impossible is part of Nike´s DNA. That is the reason why that campaign became the perfect story, a human story with failures inside.