Nike: WRITE THE FUTURE by Akqa London, The Mill, Wieden + Kennedy Amsterdam for Nike

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Nike: WRITE THE FUTURE

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Netherlands
Agency Akqa London
Agency The Mill
Agency Wieden + Kennedy Amsterdam
Released June 2011

Awards

Cannes Lions 2011
Titanium and Integrated Lions - Gold

Credits & Description

Comms Planning Teams: Nike Comms Team (Wieden+Kennedy, Razorfish, Mindshare)
Stink Digital, Write Your Future Application
Digital Agency: AKQA London, The Chance/Nikefootball.com
Media Agency: MindShare, Razorfish
TV Production Company: Independent Films
Editorial Company: Work Post, London: additional editing by Mirrione, Los Angeles
VFX Company: The Mill, London and New York
Sound bed of Spot: Hocus Pocus by Focus
Music remix: Massive Music Amsterdam
Sound Designer: Phaze UK, Grand Central Studios London
Describe the campaign/entry:
How could Nike dominate the world’s biggest football tournament without being an official sponsor? Our goal was to weave the brand into the conversations around the tournament in a way that celebrated the participating teams and athletes.
Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. What happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament.
‘Write the Future’ was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them.
Give some idea of how successful this campaign/entry was with both client and consumer:
During and after the tournament, orders for Nike products increased 7% globally. The Nike Football Facebook page quadrupled from 1.1 to over 4.8 million. It currently has over 12 million fans.
There have been 40 million + online views of the film and 2.1 billion online impressions of the campaign.
The Lifecentre earned 295,000 unique downloads of the Facebook app and 20 million impressions.
During the summer Nike had 30% brand buzz, two times as much as Adidas, helping Nike became the most shared brand online in 2010.
“The most successful World Cup in Nike’s history” Mark Parker, Nike CEO.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
By owning the notion of ‘Write The Future’ and showcasing our athletes writing their futures, we engaged our audience in a number of different ways and channels. We ignited the conversation with a 3-minute film, in a unique launch with concurrent takeovers on Facebook, YouTube, Xbox and a live TV broadcast during the Champions League Final.
The aim was to disrupt the global blogosphere, and mobilize Nike’s social community for further activity during the tournament. This was amplified through print, retail, OOH and two interactive elements during the event. The. 'Write The Headline’ Facebook App, which allowed fans to see their own future play out like the film. And the ‘Lifecentre', an interactive digital billboard in South Africa where fans from around the world could write headlines for their favourite players during the tournament.