Nike Case study MY TIME IS NOW by Akqa London, Wieden + Kennedy London

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MY TIME IS NOW

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market United Kingdom
Agency Akqa London
Executive Creative Director Duan Evans
Agency Wieden + Kennedy London
Director Adam Berg Smuggler
Executive Creative Director Gabriel Gaultier, Kim Papworth, Tony Davidson
Creative Director Stuart Harkness, Phil Harworth
Creative Al Merry, Ben Everitt
Editor Gus Herdman At Trim, Paul Hardcastle @ Trim
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Craft; User experience Bronze
Cyber Lions Online Video; Interactive video Bronze

Credits & Description

Case Film URL: http://www.youtube.com/watch?v=oUcQH_Lg2K0&feature=youtu.be
Video URL: http://nikemytimeisnow.archive.stinkdigital.com/
Type of entry: Craft
Category: User experience
Advertiser: NIKE
Product/Service: FOOTBALL
Agency: WIEDEN+KENNEDY London, UNITED KINGDOM
Planning Director: Dan Hill (AKQA)
Sound Design: (Factory)
Editor: Paul Hardcastle/Gus Herdman (Trim)
Post Production Company: (The Mill)
Production Company: (Stink/Stink Digital)
Director: Adam Berg ()
Executive Creative Director: Gabriel Gaultier (LEG)
Account Director: Ivor Van Maaren And Clare Simms (Mindshare)
Partner: Oliver Joyce (Mindshare)
Creative Director: Phil Harworth (AKQA)
Executive Creative Director: Duan Evans (AKQA)
Executive Producer: James Guy (Wieden+Kennedy)
Account Director: Ryan Fisher (Wieden+Kennedy)
Planning Director/Interactive Strategist: Graeme Douglas (Wieden+Kennedy)
Creative: Al Merry (Wieden+Kennedy)
Creative: Ben Everitt (Wieden+Kennedy)
Interactive Creative Lead: Scott Dungate (Wieden+Kennedy)
Creative Director: Stuart Harkness (Wieden+Kennedy)
Executive Creative Director: Kim Papworth (Wieden+Kennedy)
Executive Creative Director: Tony Davidson (Wieden+Kennedy)
Brief Explanation
CAMPAIGN AMBITION - TO ENTERTAIN AND INFORM FOOTBALL OBSESSED TEENAGERS
We knew from previous campaigns, that Football obsessed teens scour Nike films on YouTube to spot moments they might have overlooked on TV
We decided to create an experience that would reward those hungry enough to look for more. When the film was viewed on YouTube, viewers discovered hidden 'tunnels' to content, downloads, games and interaction. Every 'tunnel' flowed seamlessly from the main story-line.
Each 'tunnel' had it's own feel, texture and interaction, which kept things surprising for the audience, prompting users to share their discoveries, driving views and interaction.