Title | STREET STORY |
Brand | NIKE RUSSIA |
Product/Service | NIKE RUSSIA |
Category |
B05. 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 Media?
Instead of pushing our message onto young Russian footballers through traditional ad formats, we used ambient media to hero and celebrate their everyday experience of playing football in local Korobkas (concrete football pitches). We turned the media into the message, utilising real urban walls and Russian Korobkas as the canvas for an OOH campaign which also became a film.
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/insights
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 never to ask in the first place.
Describe the strategy
Kids in Russia need a lot of motivation. It is incredibly challenging to play football in a country where brutal winters, a conservative society and an entrenched sporting hierarchy stand in your way. But no matter the barriers - a new generation of young footballers in Russia are leading the way with a new-found freedom and attitude, redefining what it means to do sport in Russia.
In this World Cup year, as the host Nation, Nike Russia (not a sponsor of the tournament) 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 (Korobkas) 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 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).