Nike: MAKE EVERY YARD COUNT

Credits & Description:

SUB CATEGORY : BEST USE OF SOCIAL MEDIA
COMPANY ENTERING : JWT INDIA, MUMBAI
ENTRY TITLE : MAKE EVERY YARD COUNT
BRAND : NIKE CRICKET
ADVERTISER : NIKE INDIA
ADVERTISING AGENCY : J. WALTER THOMPSON, BANGALORE
CHIEF CREATIVE OFFICER : SENTHIL KUMAR
CREATIVE DIRECTOR : SENTHIL KUMAR
COPYWRITER : DHRUV WARRIOR
DIGITAL MANAGER : SHRI PENDAKUR
ACCOUNT DIRECTOR : ANIL NAIR
ACCOUNT MANAGER : KARTHIK KATTI
PRODUCTION COMPANY : 1ST DEC FILMS, BANGALORE
DIRECTOR : SENTHIL KUMAR
CINEMATOGRAPHER/D.O.P : ANUP KATTUKARAN
EDITOR : PRIYANK PREMKUMAR
EXECUTIVE PRODUCTION PRODUCER : ATUL KATTUKARAN
PRODUCTION PRODUCER : MARIO JEROME
PRODUCTION MANAGER : BHUSHAN BAGADIA
SOUND PRODUCTION COMPANY : WAH WAH MUSIC, MUMBAI
MUSIC COMPOSER : DHRUV GHANEKAR
MUSIC ARRANGER : TAUFIQ QURESHI
SOUND DESIGNER : DHRUV GHANEKAR/JOSEPH GEORGE
URL OF THE ENTRY 1 : http://www.nike.com/in/en_gb/c/cricket/make-every-yard-count
URL OF THE ENTRY 2 : http://www.facebook.com/nikecricket
ENGLISH CONTEXT EXPLANATION : 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 THROUGH SOCAL MEDIA, INCLUDING VIDEOS, POSTS AND TWEETS FROM NIKE AS WELL AS NIKE'S ATHLETES, INVITING CRICKET CRAZY YOUTH AND PHTOGRAPHERS 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. ONLINE CO-CREATION: CRICKET CRAZY YOUTH ACROSS THE COUNTRY WERE INVITED VIA FACEBOOK, TWITTER AND NIKECRICKET.IN TO SEND IN THEIR CRICKET PLAYING ACTION IMAGES IN ANY OF THEIR CHOSEN PLAYING POSITIONS. BUT EACH IMAGE WAS PREPLANNED TO BE PART OF ONE SEAMLESS ACTION. THE FAST BOWLER WOULD ALWAYS LEAP OVER THE WICKET, THE BATSMAN WOULD ALWAYS ATTACK THE BALL TO PLAY A HOOK SHOT, AND THE FIELDER WOULD ALWAYS DIVE AND THROW THE BALL TO THE KEEPER AND SO ON. AND THOUSANDS OF IMAGES IN THESE SPLIT SECOND SIMILAR ACTION KEY FRAMES, WERE UPLOADED ONLINE BY ATHLETES ACROSS CITIES, TOWNS AND EVEN SOME VILLAGES ON MOBILE PHONE CAMERAS, GOPROS, WEBCAMS AND MULTI FRAME PROCAMS. ONGROUND CO-CREATION: THE SAME ACTION WAS ALSO ACTIVATED ACROSS SEVERAL PLAYGROUNDS, BY 108 DIFFERENT PHOTOGRAPHERS TO CAPTURE RURAL AND SMALL TOWN BOWLERS, BATSMAN AND FIELDERS PLAYING OUT ONE COMMON ACTION ACROSS A THOUSAND FRAMES. NIKE MADE EVERY YARD COUNT AND ACTIVATED A FULL CIRCLE BETWEEN MOBILE, DIGITAL, SOCIAL AND TELEVISION CHANNELS, BREAKING ALL THE BOUNDARIES. THE RESULTS WERE REVOLUTIONARY IF YOU CONSIDER THE FACT THAT NIKE REACHED OUT TO 11 MILLION CRICKET CRAZY INDIANS ACROSS MULTIPLE CHANNELS 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 ACTION IMAGES CAPTURED BY CRICKET CRAZY YOUTH AND 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.