Nike Case study MAKE EVERY YARD COUNT by J. Walter Thompson Mumbai
Nike: MAKE EVERY YARD COUNT
Awards:
| Cannes Lions, 2014 | ||
|---|---|---|
| CYBER LIONS | TV & Cinema Film: Clothing, Footwear & Accessories | BRONZE |
| CYBER LIONS | Craft: Use/Curation of Image(s) | SILVER |
| CYBER LIONS | Social: Use of Co-Creation & User Generated Content | BRONZE |
| Spikes Asia, 2014 | ||
| Promo & Activation | PROMO & ACTIVATION: USE OF PROMO: USE OF DIGITAL A IN A PROMOTIONAL CAMPAIGN | Bronze Spike |
| Promo & Activation | PROMO & ACTIVATION: PRODUCT/SERVICE: CONSUMER PRODUCTS (INCL. DURABLE GOODS) | Bronze Spike |
| Promo & Activation | PROMO & ACTIVATION: USE OF PROMO: USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN | Bronze Spike |
Credits & Description:
Website URL: http://www.nikecricket.in/
Type of entry: Craft
Category: Use/Curation of Image(s)
Advertiser: NIKE
Product/Service: NIKE CRICKET
Agency: JWT INDIA Mumbai, INDIA
Client: NIKE
Product: NIKE CRICKET
Entrant: JWT INDIA Mumbai, INDIA
Type of Entry: Craft
Category: Use/Curation of Image(s)
Entrant Company : JWT INDIA Mumbai, INDIA
Advertising Agency : JWT INDIA Bangalore, INDIA
Media Agency : MINDSHARE Bangalore, INDIA
Production Company : 1ST DECEMBER FILMS Bangalore, INDIA
National Creative Director: Senthil Kumar (JWT)
Film Director: Senthil Kumar (JWT)
Copywriter: Dhruv (JWT)
Digital Manager: Shri Pendakur (JWT)
Client Servicing Director: Anil Nair (JWT)
Account Director: Karthik Katti (JWT)
Editor: Priyank Premkumar (Independant)
Executive Producer: Atul J Kattukaran (1st Dec Films)
Director Of Photography: Anup J Kattukaran (1st Dec Films)
Music Director: Dhruv Ghanekar (Wah Wah Music)
Vocal Percussion Artist: Taufiq Qureshi (Wah Wah Music)
Sound Designer: Dhruv Ghanekar (Wah Wah Music)
Sound Designer: Joseph George (Wah Wah Music)
Line Producer: Bhushan Bagadia (1st Dec Films)
Associate Producer: Mario Jerome (1st Dec Films)
Creative Execution:
ONLINE CO-CREATION: Youth across the country were invited via Facebook, Twitter, instagram, nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key frame posted online. And thousands of action images, in these split second frames, were uploaded online by cricket crazy athletes across cities, towns and even villages via mobile phone cameras, gopros, webcams and procams.
ON GROUND CO-CREATION: The same action sequence was also activated across several playgrounds by 108 travelling photographers who camped on thousands of playgrounds to capture the same seamless action across small towns in rural India.
ONE JOURNEY IS WORTH A THOUSAND YARDS ON TV, MOBILE, SOCIAL & THE CRICKET CRAZY NETWORK.
CRICKET CRAZY CONTENT: 225001 STILL IMAGES WERE CROWD SOURCED ONLINE AND ONGROUND FROM 9 BIG CITIES, OVER 200 SMALL TOWNS AND VILLAGES ACROSS INDIA. IN THE FINAL CUT, 1440 seamless action images, captured by both Cricket Crazy Youth and the 108 photographers, were chosen and stitched together to complete one action of the journey of one ball from bowler to batsman to fielder to keeper.
VOTED INDIA'S BIGGEST EVER CROWD SOURCED CAMPAIGN THAT AVERAGED OVER 2.5 MILLION IMPRESSIONS DURING THE ONLINE CAMPAIGN PERIOD.
CHALLENGE : Celebrate the Cricket Crazy Youth of India, with a playing population that runs into many millions.
TIMING : T20 CRICKET WORLD CUP
IDEA : CRICKET CRAZY CO-CREATION
A campaign featuring user generated Cricket Crazy Content including videos, posts and tweets from Nike as well as Nike's athletes inviting cricket crazy youth to activate the campaign and show India and the world how they make every yard count by sending pictures of themselves playing the game wherever they are.
ONE ACTION IS WORTH A THOUSAND PICTURES :
The biggest content piece was the nike cricket world cup film that was composed from a Crowd Sourced image bank of 225001 frames of cricket crazy youth. The final split second action is threaded together using1440 images capturing one action across a thousand playing fields.