Cannes Lions
WIEDEN+KENNEDY, Portland / NIKE / 2017
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We open high above a basketball court nestled inside a cityscape. In the midst of an intense game stands LeBron James. He seems disenchanted as he invokes Dr. King’s vision: Is this the land history promised?
The opening of the film highlights the playing field, examining how people are treated more fairly and given more opportunity within these sanctioned spaces than in everyday life.
As we move through vignettes of athletes, we begin to see people extending the lines of the court into the world. Our key image becomes the power of a drawn line, the idea that equality, fairness, and mutual respect should live outside the lines of the court.
We end with a court painted in a city intersection. Thousands of people are streaming toward it. We push into the court as LeBron delivers a hopeful line: If we can be equals here, we can be equals everywhere.
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