Título | Street Story |
Agencia | Wieden + Kennedy Amsterdam |
Campaña | Street Story |
Anunciante | Nike |
Marca | Nike Russia |
Fecha de primera difusión/publicación | 2018 |
Sector Empresarial | Ropa, moda y calzado |
Filosofía | As the host nation of the World Cup - Nike Russia had a vested interest in owning the conversation around the tournament. But as Nike was not an official sponsor of the event, we needed to hijack the conversation. Instead of telling stories of professional footballers we wanted to shine a spotlight on the journey and mindset of real Russian Footballers and the street pitches they call home. Describe The Creative Idea The campaign was based around the idea of ‘Never Ask’. In a country as restrictive as Russia, asking for permission is a fool’s errand, so we encouraged the new generation of pioneering Russian footballers to never to ask in the first place. Describe The Execution We told a street footballer’s story on the streets themselves. Hundreds of pieces of street art were posted on Korobkas (the outdoor football cage where most Russian kids learn how to play football) across Moscow in a guerilla outdoor campaign that took over the city. We leveraged a variety of placements that integrated our campaign into the football experience, ranging from the floor of a korobka to a large format wall beside it, to posters surrounding the perimeter of the pitch. Each piece of artwork was also a single frame of animation that when stitched together became a highly viral film. List The Results Our Street Story campaign was shared online by world cup footballers, celebrities and olympians alike, and garnered 700M earned impressions in over 150 publications - all seeing our film go viral and rack up over 5 million views. The film, along with our 240+ OOH executions across Moscow, all worked to catapult Nike to Russia’s #1 brand during the World Cup (despite not being an official sponsor). |
Medio | Packaging, marcas y diseño |
Duración | |
Director ejecutivo de creación | Eric Quennoy |
Director ejecutivo de creación | Mark Bernath |
Director creativo | Craig Williams |
Director creativo | Evgeny Primachenko |
Director artístico | Hannah Smit |
Responsable de conceptos / redactor | Bernard Hunter |
Head of Broadcast Production | Joe Togneri |
Productor ejecutivo | Michael MacMillan |
Planning Director | Stephane Missier |
Planner | Anna Leonte |
Communications Planning Director | Hillary Heath |
Group Account Director | Kathryn Addo |
Group Account Director | Alyssa Ramsey |
Account Director | AMBER MARTIN |
Responsable de cuentas de agencia | Molly Rugg |
Head of Design | Joe Burrin |
Studio Director | Lizzie Murray |
Studio Designer | Steele Bonus |
Director de proyectos | Loes Poot |
Business Affairs | Akvilina Jaskunaite |
Director | David Wilson |
Producer | Cathy Hood |
Productor ejecutivo | Matthew Fone |
Director of Photography - Live Action | Benoit Soler |
Director of Photography - Stop Frame | Toby Howell |
Wardrobe Stylist | Vasilisa Gusarova |
Jefe de decorados | Egor Teretshenkov |