MY TIME IS NOW, 2 [video] by The Mill, Wieden + Kennedy for Nike

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MY TIME IS NOW, 2 [video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile, Viral
Market United States
Agency The Mill
Agency Wieden + Kennedy
Director Adam Berg Smuggler
Executive Creative Director Kim Papworth, Tony Davidson
Creative Director Stuart Harkness
Art Director Scott Dungate, Al Merry, Ben Everitt
Copywriter Ben Everrit, Al Merry
Producer Ben Croker
Account Supervisor Ryan Fisher
Editor Paul Hardcastle @ Trim
Service Agency The Factory
Released June 2012

Awards

Cannes Lions 2013
Film Lions Other Film Content; Interactive Film Silver

Credits & Description

Advertiser: NIKE
Product/Service: FOOTBALL
Agency: WIEDEN+KENNEDY London, UNITED KINGDOM
Executive Creative Director: Tony Davidson And Kim Papworth
Creative Director: Stuart Harkness
Copywriter: Ben Everrit/Al Merry And Scott Dungate
Art Director: Ben Everitt/Al Merry And Scott Dungate
Agency Producer: James Guy
Account Supervisor: Ryan Fisher
Advertiser's Supervisor: Ed Elworthy
Producer: Ben Croker
Director: Adam Berg
Editor: Paul Hardcastle
Sound Design/Arrangement: Factory
Post Production: The Mill
Cameraman: Joost Van Gelder
Lighting: Joost Van Gelder
Music: 80's Matchbox B-Line Disaster - Chicken
Account Manager: Alex Rogers
Planner: Graeme Douglas And Oscar Powell
Director Of Photography: Joost Van Gelder
Editing Company: Trim
Brief Explanation
Hungry to be smarter. Nike's young audience are also hungry for football content. We knew from previous campaigns, that Football obsessed teens scour Nike films on YouTube to spot athletes or moments they might have overlooked on TV. So we made an interactive experience that would reward them, but only if they were hungry enough to find it. We created a film that launched in the Champions League Final.
The 'tunnels' informed and entertained, taking users to experiences, games, and interaction all from the YouTube viewer. They could go to the Nike Barbershop to get a footballer's hair cut, play Sonic the Footballer, take an interactive workout with Ronaldo, explore and buy Nike kit from the Boot room cross-section, test their football IQ with Laurent Blanc and take a tour of Barcelona's football academy with coach Pep Guardiola.
The 'tunnels' were built into the YouTube viewer, so the user was taken into new content seamlessly as if an offshoot from the film storyline. Each 'tunnel' had it's own unique feel, texture and interaction, which kept things surprising for the audience.
Star players could also be clicked on, allowing users to learn their story on how they got to the top. The film would slow down when players were hovered over. Then, in super slow motion, users could analyze the star players moves, using parallax.