Livestrong
- Brand:
- Nike
- Agency:
- Wieden+Kennedy Portland
2010FilmVideo · YouTube
Timeless principle
Give a shared belief one simple object people can carry.
The idea
Turn a yellow wristband into a public, wearable sign of support for people living with cancer.
Why it works
The band is inexpensive, recognizable and meaningful only when worn, so distribution becomes participation. Its color and ubiquity make private support publicly visible. Nike and Livestrong create a symbol strong enough to travel far beyond paid media.
Tags
Gallery
The yellow LIVESTRONG wristband, introduced with Nike in 2004
