STREET STORY

Silver Eurobest

Case Film

Presentation Image

ClientNIKE RUSSIA
Category G06. Video / Moving Images
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

Background

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. 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 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 footballers to never to ask in the first place.

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. 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 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. 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).

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

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. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

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.

The gin, the city, the song and the search for the special colour of Seville

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.

Final Entry Deadline: 22 October

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