Nike Russia - "Street Story"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Pays-Bas

Awards

13531

Marque: Nike Russia
Pays: Pays-Bas

Annonceur: Nike

Titre	Street Story
Agence	Wieden + Kennedy Amsterdam
Campagne	Street Story
Annonceur	Nike
Marque	Nike Russia
Date de première diffusion/publication	2018
Secteur d'activité	Mode, vêtements, chaussures
Philosophie	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).
Type de média	Packaging, Marque & Design
Longueur	119 seconds
Directeur de la création	Eric Quennoy
Directeur de la création	Mark Bernath
Directeur de création	Craig Williams
Directeur de création	Evgeny Primachenko
Directeur artistique	Hannah Smit
Concepteur / rédacteur	Bernard Hunter
Head of Broadcast Production	Joe Togneri
Producteur exécutif	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 budget agence	Molly Rugg
Head of Design	Joe Burrin
Studio Director	Lizzie Murray
Studio Designer	Steele Bonus
Chef de projet	Loes Poot
Business Affairs	Akvilina Jaskunaite
Director	David Wilson
Producer	Cathy Hood
Producteur exécutif	Matthew Fone
Director of Photography - Live Action	Benoit Soler
Director of Photography - Stop Frame	Toby Howell
Wardrobe Stylist	Vasilisa Gusarova
Chef décorateur	Egor Teretshenkov