NIKE YARDS by J. Walter Thompson Mumbai for Nike

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NIKE YARDS

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Senthil Kumar
Art Director Gautham Rao, Akshay Shetty, Vishal. K. Vinekar
Released March 2011

Credits & Description

Category: Books
Advertiser: NIKE
Product/Service: NIKE CRICKET
Agency: JWT
Date of First Appearance: Mar 1 2011
Entrant Company: JWT, Mumbai, INDIA
Executive Creative Director: Senthil Kumar (JWT)
Art Director: Vishal Vinekar (JWT)
Art Director: Gautham Rao (JWT)
Art Director: Akshay Shetty (JWT)
Visualiser: Nakul Talgeri (JWT)
Production Manager: Tapas Guha (JWT)
Director Of Photography: Zishaan Latif (Documentary Photographer)
Photographers: Zishaan Latif & Team (Documentary Photographer)
Writer & Photographer: Senthil Kumar (JWT)
Media placement: Flip Books : Direct Delivery - Team India Players Kit - 02-04-2011
Media placement: Flip Books : Exhibition & Sale With Jersey - 100+ Retail Stores Across India - 03-04-2011 Onwards
Media placement: Flip Books : Photo Albums - Nikecricket.in & Blog Posts. - 03-04-2011

Describe the brief from the client
CHALLENGE :
To celebrate the fact that Team India are now World Champions in all 03 formats of the game of Cricket.
And deepen the Nike relationship with the sport and its athletes across the streets & stadiums of India.

Describe the challenges and key objectives
OBJECTIVES:
Cricket is the most popular religion in the country above all else.
And it was important to create something that would bring alive this truth and celebrate the Collective Soul of Indian cricket, that rises from the underbelly of every Indian gully.
And India's cricket breeding yards are everywhere, on every Indian street. The battle is on in the Yards perched high on terraces and rooftops, on beaches and edges of cliffs, on balconies and in between blocks, in shady gullys and busy streets.
It was time to document this nation of Champions in the authentic Nike spirit.

Describe how you arrived at the final design
IDEA :
03 BOOKS THAT FLIPPED THE GAME ACROSS A THOUSAND DIFFERENT STREETS
Specialist documentary photographers were commissioned to shoot cricketing action across hundreds of Indian streets, gullys & playgrounds where the game is on 24x7.
From over 4000 still frames that were captured, only the best action made it to the books. Each page features a different frame of a bowling action, batting action, fielding action or a running action but seamlessly flips through the endless battle between bat and ball across different streets.
Because 22 yards is where today's heroes are made and tomorrows legends are born.

Give some indication of how successful the outcome was in the market
These 03 books were wrapped in the New Team India Blue jersey with 03 stars and given out to the World Champion Athletes of Team India and were also available at Nike retail stores across India.

RESULTS:
Several reprints of these Nike Yards flipbooks have been ordered.
Nike India jerseys SOLD OUT on all India match days with an overall 100% sell through.
25% increase in sales during the campaign period.
Nike is the most recalled brand in the sport by the cricket crazy youth of India.
Voted the No.1 Campaign of the 2011 world cup by National media.