| Title | STREET STORY |
| Brand | NIKE RUSSIA |
| Product/Service | NIKE RUSSIA |
| Category |
B02. Use of Ambient Media: Large Scale |
|
Entrant
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
|
Media Placement
|
MINDSHARE London, UNITED KINGDOM
|
|
Production
|
RIFF RAFF London, UNITED KINGDOM
|
|
Production 2
|
TRIM EDITING London, UNITED KINGDOM
|
|
Production 3
|
WIZZ / QUAD GROUP Paris, FRANCE
|
|
Production 4
|
WAVE STUDIOS London, UNITED KINGDOM
|
|
Production 5
|
GLASSWORKS Amsterdam, THE NETHERLANDS
|
Credits
| Eric Quennoy, Mark Bernath |
Wieden+Kennedy Amsterdam |
Executive Creative Director |
| Craig Williams, Evgeny Primachenko |
Wieden+Kennedy Amsterdam |
Creative Director |
| Hannah Smit |
Wieden+Kennedy Amsterdam |
Art Director |
| Bernard Hunter |
Wieden+Kennedy Amsterdam |
Copywriter |
| Joe Togneri |
Wieden+Kennedy Amsterdam |
Head of Broadcast Production |
| Michael MacMillan |
Wieden+Kennedy Amsterdam |
Executive Producer |
| Stephane Missier |
Wieden+Kennedy Amsterdam |
Planning Director |
| Anna Leonte |
Wieden+Kennedy Amsterdam |
Junior Planner |
| Hillary Heath |
Wieden+Kennedy Amsterdam |
Communications Planning Director |
| Kathryn Addo, Alyssa Ramsey |
Wieden+Kennedy Amsterdam |
Group Account Director |
| Amber Martin |
Wieden+Kennedy Amsterdam |
Account Director |
| Molly Rugg |
Wieden+Kennedy Amsterdam |
Account Manager |
| Joe Burrin |
Wieden+Kennedy Amsterdam |
Head of Design |
| Lizzie Murray |
Wieden+Kennedy Amsterdam |
Studio Director |
| Steele Bonus |
Wieden+Kennedy Amsterdam |
Studio Designer |
| Loes Poot |
Wieden+Kennedy Amsterdam |
Project Manager |
| Akvilina Jaskunaite |
Wieden+Kennedy Amsterdam |
Business Affairs |
| David Wilson |
Riff Raff Films |
Director |
| Cathy Hood |
Riff Raff Films |
Producer |
| Matthew Fone |
Riff Raff Films |
Executive Producer |
| Benoit Soler |
Riff Raff Films |
Director of Photography - Live Action |
| Toby Howell |
Riff Raff Films |
Director of Photography - Stop Frame |
| Vasilisa Gusarova |
Riff Raff Films |
Wardrobe Stylist |
| Egor Teretshenkov |
Riff Raff Films |
Production Designer |
Why is this work relevant for Brand Experience & Activation ?
This work turned the media into the message, utilising real urban walls and Russian Korobkas (concrete football pitches) as the canvas for an OOH campaign which also became a film.
Background
Summer 2018. As the host nation of the World Cup - Nike Russia had a vested interest in owning the conversation around the tournament. But as Nike was not an official sponsor of the event, we needed to hijack the conversation.
With all eyes on the stadiums of Russia, we looked instead to the streets. It’s here that the next generation of footballers play, honing their skills on concrete pitches called Korobkas known for their vibrant street art.
Describe the creative idea
The campaign was based around the idea of ‘Never Ask’. In a country as restrictive as Russia, asking for permission is a fool’s errand, so we encouraged the new generation of pioneering Russian sports people never to ask in the first place.
Describe the strategy
As the host nation of the World Cup - Nike Russia had a vested interest in owning the conversation around the tournament. Although not an official sponsor of the event - that meant we needed to hijack the conversation. So instead of telling stories of professional footballers we wanted to shine a spotlight on the journey and mindset of real Russian Footballers and the street pitches they call home.
Describe the execution
We told a street footballer’s story on the streets themselves. Hundreds of pieces of street art were posted on Korobkas (the outdoor football cage where most Russian kids learn how to play football) across Moscow in a guerilla outdoor campaign that took over the city the month before World Cup kick-off.
We leveraged a variety of placements that integrated our campaign into the football experience, ranging from the floor of a korobka to a large format wall beside it, through to posters surrounding the perimeter of the pitch.
Each piece of artwork was also a single frame of animation that when stitched together became a highly viral film.
List the results
Our Street Story campaign was shared online by world cup footballers, celebrities and olympians alike, and garnered 700M earned impressions in over 150 publications - all seeing our film go viral and rack up over 5 million views.
Our 240+ OOH executions across Moscow and the resulting film, all worked to catapult Nike to Russia’s #1 brand during the World Cup (despite not being an official sponsor).