TODAY WAS A GOOD DAY by Harvest, Nike Brand Kitchen for Nike

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TODAY WAS A GOOD DAY

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency Harvest
Agency Nike Brand Kitchen
Creative Director Ean Lensch
Editor Mark Hoffman
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE
Product/Service: SKATEBOARD FOOTWEAR
Agency: harvest
Agency: NIKE BRAND KITCHEN
Date of First Appearance: Jul 19 2009 12:00AM
Entrant Company: harvest, Santa Monica, USA
Entry URL: http://www.youtube.com/nikeskateboarding?aia=true#p/u/7/tBWRfhBlX24
Creative Director: Ean Lensch (Nike Brand Kitchen)
Agency Producer: Craig Smith (Nike Brand Kitchen)
Creative Director Nike Skate Group: Jon Humphries (Nike Brand Kitchen)
Client Leads: Gert Kerkstoel / Hunter Muraira (Nike Brand Kitchen)
Directors: The Hoffman Brothers (harvest films)
Executive Producers: Bonnie Goldfarb / Scott Howard (harvest films)
Director of Photography: Max Goldman
Director of Photography, Lead Skate: Greg Schmitt
Director of Photography, Skate: Jason Hernandez
Editor: Mark Hoffman (harvest films)
Head of Production: Rob Sexton (harvest films)
Media placement: Viral Video - Nike Skateboarding Website - 19/7/2009

Results and Effectiveness
The results are off the chart: • The video was the number one tweeted brand video for the months of July and August. • Over 5 million YouTube views of the video/ad/behind-the-scenes footage. • Nike Skateboarding's youtube.com channel launched in conjunction with this campaign and is now the #12 all-time subscribed to channel. • #18 top rated sports video on you-tube of all-time 6,900 ratings average five-star ratings. • The Shoe sold out in less than 30 days

Creative Execution
The creative strategy was to create a viral video that captured the essence (emotionally and physically) of P-Rod's ideal day skating with friends in Los Angeles. Because Paul is a huge old school hip-hop fan, Ice Cube's classic track 'Today Was a Good Day' made for a perfect soundtrack to Paul's sun-up to sun-down skate odyssey. Inspired by Ice Cube's track and the original music video, we set out to create the skater's version complete with an unexpected twist of fate at the end featuring the legendary Ice Cube. The video also features appearances from other skate and Los Angeles icons including: Lance Mountain, Theodis Beasley, Eric Koston and Kobe Bryant. The aesthetic of the video was also extended to print and retail campaigns.

Insights, Strategy & the Idea
The campaign objectives were three-fold: 1) Create energy and awareness for P-Rod's third signature skate shoe the P-Rod III. 2) Help P-Rod transcend the world of skate and help establish him as an iconic Nike Athlete. 3) Fortify Nike SB's connection with the epicentre of the core skate community in Los Angeles.