Dream Crazy scores again for Nike


The first-ever Entertainment Lion for Sport Grand Prix has been awarded to Wieden+Kennedy Portland for Dream Crazy, the iconic campaign featuring NFL star Colin Kaepernick. The award is the second Grand Prix of the week for Dream Crazy after it also won Outdoor.

Jury president Steve Stoute, CEO of Translation, said the jury wanted to reward high quality work that would help the new category make its mark immediately: “It’s a necessary category and will be around for a while. So we wanted to set a precedent. Dream Crazy won because it was special. Nike was bold to tell Kaepernick’s story and gave us a benchmark for the risk we want creatives to take going forward.”

The campaign showed Nike standing alongside the controversial NFL protest, which saw Kaepernick and other black players kneel during the American national anthem to protest police brutality. At first, that decision adversely affected the company’s share price and drew criticism from some sectors of US society. But in due course it contributed positively to the company’s revenues and brand image.

The jury also awarded four Gold Lions, including one for Dream Crazy. There was also Golds for the UK, Brazil and Spain. All told, the category attracted around 650 entries in its inaugural year.

Harriet Palmer