CRAFTED FOR DESTRUCTION by A World Beneath for Nike

Adsarchive » Promo , Case study » Nike » CRAFTED FOR DESTRUCTION

CRAFTED FOR DESTRUCTION

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Sweden
Agency A World Beneath
Released November 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: NIKE
Product/Service: NSW DESTROYER JACKET
Agency: A WORLD BENEATH
Kam: Johan Grönberg (A World Beneath)
Project Manager: Mattias Carlsson (A World Beneath)
Pr: Martin Bundock (A World Beneath)
Social Media: Christian Daflos (A World Beneath)
Social Media: Johan Af Geijerstam (A World Beneath)
Film Production: Roberts Andersohn (Bell / Light)
Film Production: Kristoffer Persson (Bell / Light)
Photography: Fredrik Skogkvist
Media placement: Consumer PR - Multiple Media - 20-21 November 2011
Media placement: Digital PR - Nike Facebook, Zlatan Facebook - 20-23 November 2011
Media placement: Digital PR - Retailer Facebook Pages - 20-23 November 2011
Media placement: Digital PR - Influencer Facebook Pages - 20-23 November 2011
Media placement: Retail Insatllation - 3 Installations - Milan, Stockholm, Amsterdam - 21 November-21 December 2011
Media placement: Film Content Release - Youtube.com & Aftonbladet.se - 21 November 2011
Media placement: Film Content Release - San Siro Mediaset Champions Leauge - 23 November 2011
Media placement: Film Content Release - TV - Media 7 - 23 November 2011

Summary of the Campaign
During autumn 2011, one of Nike’s most celebrated european athletes, Zlatan Ibrahimovic, turned 30. Nike approached us to create a campaign that would celebrate Zlatan and at the same time tie him closer to Nike and a specific Nike product: the NSW Destroyer Jacket.

We created the 'Crafted For Destruction'” campaign. The idea was to tell the story of Zlatan’s past and future victories the way he has already chosen to do it: through his tattoos. We created a one-of-a-kind NSW Destroyer Jacket on which we let Zlatan’s tattoo artist curate a selection of Zlatan’s tattoos and put them in the same place on his jacket as they are on his body. 4 jackets where made. 3 where put on display at premium Nike retailers in Stockholm, Milan and Amsterdam. 1 was given to Zlatan.

The 'making of' was documented in a film, called 'Crafted For Destruction'.

- The film has nearly 200'000 views in Nike-owned channels to date;
- More then 8,000 'likes' on Facebook;
- Over 12m reached through PR;
- The film was shown on Mediaset, in the break of the AC Milan versus FC Barcelona Champions League game to 1.2m viewers;
- The film was the 3rd most viral video in Sweden in 2011 according to the Unruly Viral Video Chart;
- The project generated over 200 PR clippings world-wide.

The Situation
During autumn 2011 one of Nike's most celebrated european athletes, Zlatan Ibrahimovic, turned 30. Nike approached us to create a campaign that would celebrate Zlatan and at the same time tie him closer to Nike and a specific Nike product: the NSW Destroyer Jacket.

The Goal
Our vision of success was:
1. 150,000 views of the 'Crafted for Destruction' video content;
2. Premium retail executions in 2 separate markets;
3. 20 online PR clippings;
4. 40 online blog clippings.

The Strategy
Objectives:
- Connect Nike Sportswear with athlete Zlatan Ibrahimovic;
- Build the Destroyer Jackets as an iconic, premium street wear product;

Strategy:
- Execute 360° through retail, social media, pr and owned digital media.
- Tell the story of the Destroyer Jacket and Zlatan's career the way that Zlatan has chosen to tell his story: through his tattoos;
- Engage consumers with specific executions in each channel;
- Leverage a key sports moment - AC Milan vs. FC Barcelona in Champions League 2012.

Execution
The campaign started with consumer PR at the same time multiple media were seeded the story on November 20th 2011. The digital PR initiatives kicked in second with content feeds to Nike Facebook channels, Zlatans Facebook and other influencer Facebook channels. On the 21st of November, 3 retail installations appeared in premium Nike retail spaces in Milan, Amsterdam and Stockholm and they were shown for the period of a month. The film content were seeded to Aftonbladet.se. Media buys took place on Facebook and Wetransfer.com. Finally on the 23rd of November the film was aired on the media set at San Siro in Milan during the champions league game between AC Milan and FC Barcelona and aired on TV station Media 7 in Italy.

Documented Results
- The film has nearly 200,000 views of the film in Nike-owned channels to date;
- More then 8,000 likes on Facebook.
- Over 12m reached through PR;
- The film was shown on Mediaset, in the break of the AC Milan - FC Barcelona Champions League game to 1.2m viewers;
- The film was the 3rd most viral video in Sweden in 2011 according to the Unruly Viral Video Chart;
- The project generated over 200 PR clippings world-wide.