Nike has always known we're all capable of a little more – a little faster, a little higher, a little stronger, a little more. 

For 25 years, the brand has been inspiring us to 'Just Do It', and this weekend we launched 'Endless Possibilities', a new campaign celebrating the anniversary of the idea that moves us to defy our limits, whoever we are and whatever our ability.

The campaign encourages women to push their boundaries and reach new personal goals, making the extraordinary into the everyday. To get up earlier, work out harder, run faster and go that extra mile. It's a celebration of every woman who has tested her limits and embraced her potential.

In our TV spot, directed by Adam Berg, our heroine is put through her paces in a series of challenges and scenarios, even meeting a couple of familiar faces that truly embody the Nike 'Just Do It' spirit on her journey: Jessie J and FC Barcelona’s Gerard Piqué. From overtaking Piqué to soaring over the final hurdle, the film proves that we all have a little more in us.

Jessie J says, "Nike challenged me to Just Do It, so I’m doing it. I’ve been hitting the gym hard already and I hope that in some way I can help inspire more women to take up the challenge.” 

The women of W+K accept your challenge, Jessie.

To read more about the campaign, head over to Nike's site www.nikeinc.com/news/nike-inspires-women-to-justdoit#/inline/23472

Sunday nights in autumn can only mean one thing. It’s time to kick back, pour yourself a drink and switch the telly over to ITV for an hour of opulent and compelling drama.

The nation’s – and one of the world’s – favourite shows, Downton Abbey, is back at last.

The show returns to the screens of its 15 million regular viewers today for its fourth season, very fittingly sponsored by Tesco finest*. It’s a perfect pairing – the finest* range sees Tesco deliver premium food and drink, and Downton Abbey is a quality viewing experience.

We created a set of 5, 10 and 15-second idents to bookend the ad breaks during the season, as well as digital banners. The idents were directed by Jim Gilchrist through MJZ and echo the show’s unmistakable tone, delivered by a modern family in the home.  

The idents feature an extended family enjoying the finest* range in the home, borrowing from the show’s witty and warm moments. Each spot is a lighthearted mini-drama of its own, sprinkled with some loaded looks, some tense moments and the sort of clever quips the Dowager Countess would be proud of. 

Sit back, crack open a bottle of your favourite finest* and enjoy the opening 90 minute blockbuster. 

To find out more about Tesco's finest* sponsorship of Downton Abbey, head over to Tesco's blog here.