While being campaignable, the idea didn't need a consistent look since it was 'personal interpretations' by different opinion leaders. The creative executions naturally to appealed to target's multi-dimensional demographic and psychographic profiles. Each execution adopted a different look, tone and manner while maintaining consistent message which is to keep fighting. The idea engaged the target audience in a manner and lingo that they could relate to such as through a song, comic book, indie short film, etc.

Simply put, the investment spent by the client would not have been sufficient to sustain a traditional media plan. The campaign's effectiveness led Nike to adopt it as a case study.