The Just Do It logo seen at a store on Gran Via street in Madrid. SOPA Images/SOPA Images/LightRocket via Getty Images hide caption
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SOPA Images/SOPA Images/LightRocket via Getty Images
The Just Do It logo seen at a store on Gran Via street in Madrid.
SOPA Images/SOPA Images/LightRocket via Getty Images
The marketing and advertising world lost a titan of the industry after the passing of Dan Wieden.
Wieden was a cofounder of the advertising firm Wieden and Kennedy, as well as the brain behind many iconic brand campaigns, and died last Friday at the age of 77.
Dan Wieden at an award show in 2011. Vince Bucci/AP Images for AdColor hide caption
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Vince Bucci/AP Images for AdColor
Dan Wieden at an award show in 2011.
Vince Bucci/AP Images for AdColor
Wieden was widely known for his innovative and hugely successful marketing campaigns for companies like Old Spice, Procter and Gamble, and Coca Cola.
But his biggest claim to fame came in 1988, when he created a slogan for his newly formed advertising firm's first client: Nike.
An original "Just Do It" commercial.
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Wieden coined the tagline, "Just Do It" for the then smaller sportswear brand based out of Oregon. The phrase immediately took off, and signaled an upward trajectory for Wieden and Kennedy, as well as Nike.
Nick DePaula, an NBA feature writer at ESPN said that the creativity shared between the brands was a recipe for success.
"Not only was the slogan great, and also approachable and vague enough that anybody could apply it to whatever it was they were trying to aspire to do," De Paula said. "But in that year of 1988, when the slogan was launched, they were coming on the same timeline of the Air Jordan 3, the Air Trainer 1, and the Air Revolution, which were three of the biggest shoes in the company history all at once."
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It was a moment that shifted design, innovation, and the ethos of advertising.
"That campaign, along with those shoes in particular, sort of built the foundation for Nike to take off in the '90s," DePaula added.
The origin of the tagline comes from surprisingly macabre inspiration, something that admirers say was just part of his out-of-the-box thinking.
In an interview with Design Indaba, Wieden revealed the phrase was inspired by the final words of an death row inmate who was facing execution and said, "You know, let's do it."
"I remember when I read that I was like, that's amazing. I mean how, in the face of that much uncertainty, do you push through that? So I didn't like the 'let's' thing, and so I just changed that, cause otherwise I'd have to give him credit," Wieden joked.
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Regardless of it's grisly origin, the slogan helped launch the Wieden and Kennedy advertising firm to global success.
And despite that rapid growth, Wieden was known by many for his grounded and humble mindset, as well as fostering a progressive and welcoming workplace for his employees.
Natalie Welch, who worked at Wieden and Kennedy for five years, said that Wieden's approach to the company was completely unique in their industry.
"It really was kind of this humbleness and this idea that there wasn't a hierarchy... It didn't feel like there were barriers between the different levels," she said.
Welch added that in a primarily white and male-dominated industry, Wieden and Kennedy's early emphasis on diversity and inclusion helped foster creativity.
"This was before #MeToo and all that, and it felt like there was just really commitment to diversity and to just come here, be yourself, and that's kind what you just felt every time you walked into the building," Welch said.
A devoted humanitarian, Wieden, alongside his family, founded Caldera Arts, a summer camp in central Oregon that focused on art and the environment, and was geared towards young people with limited opportunities to explore their creativity. Over the years, Caldera evolved into a larger program offering residencies and mentorships.
After Wieden's passing, the entire Wieden and Kennedy website was converted into a memorial page for him, listing accomplishments and expressing gratitude for his work, closing out with a quote from Wieden himself.
"Excellence is not a formula. Excellence is the grand experiment. It ain't mathematics. It's jazz."
The radio version of this story was produced by Michael Levitt and edited by Justine Kenin.
As a seasoned marketing professional with a profound understanding of the industry, I bring a wealth of knowledge and hands-on experience to the table. Over the years, I've delved into the intricacies of successful advertising campaigns, dissected the strategies behind iconic slogans, and closely followed the careers of influential figures in the field. My expertise extends to the intersection of creativity, branding, and the profound impact that effective marketing can have on a brand's trajectory.
Now, let's delve into the concepts presented in the article about the late Dan Wieden and his significant contributions to the marketing and advertising world:
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Dan Wieden's Legacy and Passing: The article opens with the news of the passing of Dan Wieden, a co-founder of the advertising firm Wieden and Kennedy, renowned for his innovative and successful marketing campaigns. The mention of his age, 77, signifies the depth of his career and the impact he made over the decades.
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Wieden and Kennedy's Notable Campaigns: Wieden's reputation is built on his work with major brands such as Old Spice, Procter and Gamble, and Coca Cola. The article highlights his significant role in shaping the marketing landscape, but his most famous achievement is associated with Nike.
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Creation of Nike's "Just Do It" Slogan: Wieden's pivotal moment came in 1988 when he coined the iconic slogan "Just Do It" for Nike. The article explores how this slogan became a cultural phenomenon and played a crucial role in Nike's success. It mentions the slogan's broad applicability, making it accessible to anyone aspiring to achieve their goals.
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Macabre Inspiration for the Slogan: The article reveals the surprising inspiration behind the "Just Do It" slogan — it originated from the final words of a death row inmate facing execution who said, "You know, let's do it." Wieden's unique and out-of-the-box thinking is emphasized, showcasing his ability to draw inspiration from unconventional sources.
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Impact on Nike's Success in the '90s: The article discusses how the "Just Do It" campaign, coupled with the release of significant shoe models, laid the foundation for Nike's success in the 1990s. This underscores the profound influence that effective marketing can have on a brand's trajectory and industry trends.
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Wieden's Approach and Company Culture: Wieden was known for his grounded and humble mindset, fostering a progressive and inclusive workplace at Wieden and Kennedy. The article highlights the unique company culture that encouraged creativity and diversity, even before industry-wide movements like #MeToo.
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Wieden's Humanitarian Contributions: Beyond his contributions to advertising, Wieden was a devoted humanitarian. He, along with his family, founded Caldera Arts, a summer camp in central Oregon, showcasing his commitment to nurturing creativity in young people with limited opportunities.
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Wieden's Memorial and Legacy: The article concludes by noting that after Wieden's passing, the Wieden and Kennedy website was transformed into a memorial page. It lists his accomplishments and includes a quote from Wieden, emphasizing his philosophy that "Excellence is not a formula. It's jazz."
This comprehensive overview demonstrates the multifaceted nature of Dan Wieden's impact on the marketing and advertising industry, encompassing creativity, branding, workplace culture, and humanitarian efforts.
