It all begins with an idea. A creative concept that aligns with what your audience is thinking, feeling, saying or doing.

This campaign is my all-time favorite. Not because of what it looks like on paper - there are plenty of flaws and/or things I would have done differently. But none of that matters because the audience embraced it like no other campaign I’ve ever worked on.

The audience was 40,000 Nike employees in all functions, all geographies and all brands. They were drowning in change saturation and were at a tipping point. Typically Nike would launch a sport or athlete campaign to support its teams. Not for this - fatigue was too heavy. Employees needed levity, humor and empathy for this transformation.

My team of three, yes three, introduced Eno, the little blue guy you see here. The intent was an initial drip campaign to build curiosity and anticipation. From there, I led the ideation, design, development and execution of a multi-channel, content driven strategy. This included everything from digital, physical to experiential marketing.

And then it went viral and had a life of its own. Employees took action and adopted the change while feeling empowered, supported, recognized and valued - all while having fun.