CONCRETE FOOTBALL

Short List
TitleCONCRETE FOOTBALL
BrandNIKE
Product/ServiceFOOTBALL
Category E01. Sports: Film, Series & Audio
Entrant YARD Paris, FRANCE
Idea Creation YARD Paris, FRANCE
Production MILES Paris, FRANCE
Credits
Name Company Position
Tom Brunet Yard Co-founder, Managing Director
Yoan Prat Yard Co-founder and managing director
Jesse Adang Yard Director
Eliott Brunet MILES Producer

The Campaign

In 2016, Nike decides to re-connect with its fans and its history and launches the production of the documentary Concrete Football, a 55 minutes deep dive into street football culture. In Concrete Football, welcome in a world where trash talk and generosity stand alongside, where the border between success and failure lies in the style more than in the score and where dress code and competences on the pitch are of equal importance. Wether it is in Paris or the suburbs, the only truth is on the pitch and in your capacity to stand out. Concrete Football gives voices to the ones who forge this culture: internationally known players (Riyad Mahrez, Serge Aurier, Mehdi Benatia, Ousmane Dembélé…), rappers (MHD,Niska and Gradur…), players of the international futsal team (Adrien Gasmi, Landry N’ gala, Kevin Ramirez), amateurs players, fans coaches... all those who make this culture live in the "quartiers".

Creative Execution

An avant-première on November 17th 2016 showcased the film to the press and to 700 people, with the intervention of the film protagonists. The film was then posted on our urban culture media partner's website (100 000 unique visitors / month). In addition, short extracts dedicated to each of the influencers that appear in the film were posted on their social accounts.

More than 700K views on Youtube and 500K during the first week. More than 110K shares on facebook. A large media covering by TV and printed press, both in generic and specialized press: EUROPE1 / SO FOOT / KONBINI / LES INROCKS / HUFFINGTON POST / CLIQUE / TIME OUT / FRANCE TV / THE GUARDIAN / L’EQUIPE 21 / RMC SPORT "At last, a sincere and honest documentary about the reality of the suburbs." Booska-P "The football we love: free and technique. 100% pleasure." So Foot "A touching documentary that shows all the beauty of football" Les Inrockuptibles And last but not least, the documentary has been bought by Netflix to be broadcasted internationally. It is available in more than 150 countries since septembre 2017 and rated among the most successful contents all categories in its first weeks.

Concrete Football is a pure piece of entertainment because of its cultural relevancy and its innovative aspect in the media landscape. It brought to the world the first sincere testimony about a culture never shown before : street football culture. With a very limited presence of the brand, it's been made for the only purpose of being genuine to the culture it describes and to the very first fan base of football: people playing in the streets. It stars the right and relevant icons : those who make football everyday as well as the biggest figures of sports or music.

The main stake to re-connect with this culture: to draw a genuine portrait, freed from any marketing intention. It was crucial not to make this objet a marketing thing in order to transcribe the reality of the phenomenon in the most realistic way. Therefore, the documentary is not branded and the production has been made in partnership with a digital media recognized for its legitimacy among urban culture and its good knowledge of the street football scene. The brand's presence is therefore limited to product placement.