Nike Film, Digital, Case study Parallel Journeys [video] by J. Walter Thompson Mumbai

Adsarchive » Film , Digital , Case study » Nike » Parallel Journeys [video]

Parallel Journeys [video]

Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile, Case study
Market India
Agency J. Walter Thompson Mumbai
Director Abhinay Deo
Copywriter Dhruv Warrior
Producer Apurba Sengupta
Production Ramesh Deo Productions
Released May 2012

Awards

Cannes Lions 2013
Film Craft Lions Sound Design Bronze

Credits & Description

Advertiser: NIKE INDIA
Agency: JWT INDIA
Category: Short Format Internet Film
Advertising campaign: PARALLEL JOURNEYS
Producer: Apurba Sengupta (RDP Films)
Director: Abhinay Deo (RDP Films)
National Creative Director/Copywriter: Senthil Kumar (JWT India)
Marketing Director: Avinash Pant (Nike India)
Principal Partner - Client Leadership South: M K Machaiah (Mindshare India)
Brand Connections Manager: Varun Puri (Nike India)
Copywriter: Dhruv Warrior (JWT India)
Account Director: Karthik Katti (JWT India)
Client Services Director: Meeta Bharvani (JWT India)
Senior Director - Exchange: Riya Joshua (Mindshare India)
Relevancy
The Media team ensured that Nike Parallel Journeys was the last commercial before India's fielding game began in the 2012 world cup live telecast. This strategic media placement ended seamlessly with India's strike bowler Irfan Pathan running up to bowl India's first ball in the big game. The fact that the same Irfan Pathan, was also running up among the various parallel journeys captured in the film, helped deliver a unique innovation where commercial met content and dreams became reality on LIVE Television. Vividly demonstrating that the culmination of every parallel journey was the Team India Jersey. #Bleed Blue
Implementation
THE CULMINATION: 10 MILLION+ LIVE TELEVISION MEDIA INNOVATIONNike Parallel Journeys broke into India's first ball in the 2012 Cricket World Cup, with an innovation in sound design that seamless transformed the commercial into live content. Demonstrating that the culmination of every parallel journey was the Team India Blue Jersey. #Bleed BlueThe parallel journeys of hundreds of cricket crazy Indians blurred into the final journey of Irfan Pathan, India's opening bowler as he ran up to bowl India's first ball. Not many could tell the difference between the Nike commercial and the live telecast, helping deliver a unique innovation.
Client Brief Or Objective
India is a journey you can’t complete in one lifetime. And yet, Nike Cricket sets out to capture the parallel journeys of a billion Indians through the daily rituals of cricket crazy youth and the current world champions, the Indian national team athletes. This film is an authentic commentary on the parallel journeys of India’s bloodline, which is not just 15 players on the bench but A BILLION STRONG. The objective was to capture the fact that every day, the journeys of the current world champions of the game run parallel to the journeys of millions of cricket crazy youth.
Outcome
10 Million + Viewers of Live TV were held captive by the big moment of India's first ball in the 2012 Cricket world cup. Nike Parallel Journeys broke into India's first ball in the World Cup, with an innovation in sound design that seamless transformed the commercial into live content. And many viewers called in to describe the unique experience calling it a revolutionary idea to merge advertising with real life. Thousands could not tell the difference between the Nike commercial and the live telecast, helping deliver a unique innovation.The innovation created phenomenal social network and online conversations.