Just Do It

In 1988 Nike released its famous Just Do It campaign. Throughout the years we have come to know the campaign for its visual images, messages and motivation. The media design they use through billboards, posters and advertisements is both eye catching, provocative and to the point. We remember the eye catching colors, the way the photo captured the movement and the way the slogan was positioned in the ad to as not distract from the message. They have chosen to use sports to convey political issues like the photos above, or give light to women's rights as in the two photos below.

All the while, their use of typography is just as important as the photo or colors used in the design. The typography must convey the action being portrayed or the message implied. As in the example below, they used different sizes and color of fonts to show the before and after theme of Williams' struggle back to the top slot.

I  enjoy the Nike Just Do It campaign for its complex simplicity. It gets the point across using photos and typography that is eye catching. Yet the copy and messages both obvious and subliminal are so moving as to keep you remembering both the product and the message. I believe this is one of the most popular ad campaigns and I believe it is well deserved. They did everything right.