2018 Brand Experience & Activation

STREET STORY

Short List
ClientNIKE RUSSIA
Category B02. Use of Ambient Media: Large Scale
TitleSTREET STORY
Product/ServiceNIKE RUSSIA
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
Name Company Position
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).