Nike Minus

Advertising - Single

2020

Shirley Xu Wang, Rachel Leblanc, Marly Dichter, Toronto, ON
e: shirley_xu_wang@yahoo.ca
w: shirleyxuwang.com
Program: Art Direction and Copywriting
School: Miami Ad School Toronto

Nike’s mission is to expand human potential. Yet, sometimes doing everything is dangerous, especially for 61% of teen girls who struggle to find downtime. Nike Minus uses the membership model to enhance performance by getting girls to stop at something. Users toggle on Nike Minus to enable the detection of burnout and downtime recommendations are incentivized with exclusive gear. And, to spread the word we posted on social at 2am - a prime scrolling time better suited for shuteye.