|Category||G06. Video / Moving Images|
|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|
|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|
BackgroundAs 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. 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 creative ideaThe 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 footballers to never to ask in the first place.
Describe the executionWe 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. 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, 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 resultsOur 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. The film, along with our 240+ OOH executions across Moscow, all worked to catapult Nike to Russia’s #1 brand during the World Cup (despite not being an official sponsor).
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.