Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“
Of word play and love of the status quo
„A visionary, vision is scary”, is a statement that is many things to many people: a play-on-words, an Eminem quote and a description of a conflict we as people often experience.
Openness to change is enormously important and yet we as people find it extremely hard. Habit promises security. We are comfortable with the status quo, or at the very least we make our peace with it – anything is better than putting the (scaredy) cat among the pigeons. Nobody wants to be responsible if a change makes a situation worse.
But herein lies the crux of the problem: He who takes a chance on the new is not the one who risks worsening a situation, but he who always continues on the same path. This is truer than ever in today's fast-moving world. Brands and the people behind them need to remain adaptable and maintain an ability to learn. This requires a culture that allows for mistakes and wiggle room which, in the age of optimized time and budget planning, has to be fought harder and harder for. As Simon Sinek so rightly puts it: "The goal in business is not to win, but to stay in the game."