Nike Russia - "Street Story"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Olanda

Premi

13483

Marca: Nike Russia
Paese: Olanda

Cliente: Nike

Titolo	Street Story
Agenzia	Wieden + Kennedy Amsterdam
Campagna	Street Story
Cliente	Nike
Marca	Nike Russia
Data di Prima Diffusione/Publicazione	2018
Settore	Abbigliamento, Moda, Calzature
Filosofia	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).
Tipo di Media	Packaging, Branding & Design
Lunghezza	119 seconds
Executive Creative Director	Eric Quennoy
Executive Creative Director	Mark Bernath
Creative Director	Craig Williams
Creative Director	Evgeny Primachenko
Art Director	Hannah Smit
Copywriter	Bernard Hunter
Head of Broadcast Production	Joe Togneri
Executive Producer	Michael MacMillan
Planning Director	Stephane Missier
Planner	Anna Leonte
Communications Planning Director	Hillary Heath
Group Account Director	Kathryn Addo
Group Account Director	Alyssa Ramsey
Account Director	AMBER MARTIN
Account Manager	Molly Rugg
Head of Design	Joe Burrin
Studio Director	Lizzie Murray
Studio Designer	Steele Bonus
Project Manager	Loes Poot
Business Affairs	Akvilina Jaskunaite
Director	David Wilson
Producer	Cathy Hood
Executive Producer	Matthew Fone
Director of Photography - Live Action	Benoit Soler
Director of Photography - Stop Frame	Toby Howell
Wardrobe Stylist	Vasilisa Gusarova
Production Designer	Egor Teretshenkov