For everyone who changes the calendar but not the habits, Happy Same Year
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#ChangeTheYear
Business Opportunity:
Leverage the New Year spike in self-improvement to position Nike as the brand that transforms resolutions into lasting, real change.
Consumer Problem:
People often give up on their New Year’s resolutions because achieving them means giving up familiar habits, routines, and comforts.
According to the principle of loss aversion, People are more motivated to avoid losses than to pursue gains. Studies suggest losses hurt about twice as much as equivalent gains feel good.
Losing habits/comfort/routine feels like a personal loss (painful).
Change feels like a potential gain (not as powerful a motivator).
Insight:
Every New Year, people promise to change. But if they don’t follow through, nothing in their life will be new, except the date on the calendar.
Strategy:
Make them realise “Staying the same” is the real loss.
If you don’t change,
→ You lose another year to the same old habits
→ And position losing a whole year as more painful than giving up comfort.
Idea:
A Happy Same Year to those who will choose to stay the same.
Execution:
Phase 1
On New Year's Eve 2026, Nike tweets a seemingly "mistaken" New Year’s message. A common mistake that people make on the first day of the year.
Phase 2
Nike introduces a film that challenges the concept of “genuine excuses” that hold us back from keeping our New Year's resolutions.
It tells the inspiring story of Fauja Singh, the world’s oldest marathon runner, who at 100 years old defied every excuse of age, pain, and fatigue and chose to run marathons.
STORYBOARD
We’ve got a question for you!
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Is “genuine excuse” a real phrase, or has someone made this up?
Silly, isn’t it? To even think that running a few miles can do this.
Silly, he couldn’t find one genuine excuse not to do this at this age.
He started running marathons, and not just run, but beat the world records
All this, at the age of 102.
Well, it must be real. Coz we all use it every day.
But, we know a man, who says, it’s a made-up one.
I mean, we could give him ten, right away.
Was it that difficult for him to find a genuine excuse, when they’re clearly visible?
Like Those Skinny legs, wrinkled face, and blurred vision.
He says either you can let the years change or change the years
At the age of 83, when he lost his wife, daughter & son.
He started running, to beat the biggest grief of his life.
When people called him crazy for running at this age
He showed what crazy means
#ChangeTheYear
So, what's your genuine excuse for this year
Phase 3
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Nike introduces the #ChangeTheYear Challenge on the Nike Running Club App. Using the Nike Run Club app, you can start a 21-day fitness streak.
The billboard's urge people to scan the QR and take the #ChangeTheYear challenge
Participants who complete the #ChangeTheYear Challenge will see a personalized message on a Nike billboard as they pass by, using geo-location and NFC technology.
Behavioural Change:
Make people stick to their fitness resolutions. If they do so, “A Happy New Year” to them.