TO MAKE PEOPLE WANT THINGS,
BY MAKING THINGS PEOPLE WANT
NIKE BRINGS AN ON-DEMAND MOVING LASER PROJECTED POP-UP FOOTBALL PITCH
TO COMMUNICATE BOOTS DESIGNED TO PLAY ANYTIME, ANYWHERE.
CLIENT: Nike Football Spain
PROJECT: Nike #MiPista
AGENCY: DoubleYou Barcelona
.
INSIGHT:
Football is not only played on the pitch. It's played on every corner of the globe.
But in Spain, a country full of courts and sports facilities, teenagers are often missing out on the tradition of playing football in the street and improvising.
IDEA:
A digital temporary service: Nike brings a laser projected pop-up football pitch wherever you are.
A mobile unit patrolled Madrid, ready to go to the requested locations and set up an impressive football pitch.
A van, a team of Nike FC247 specialists and a crane rush into the street or square in a matter of minutes and use a laser system to project the pitch, where the teens will have a surprising experience while they try out the new boots designed specifically to play in the street.
IMPACT:
- 5.5 million people reached through social media, blogs and earned media (0€ paid media).
- 100+ requests to repeat the initiative in other countries.
- Fully booked service.
- Highlighted on Sports Illustrated, FourFourTwo, Mashable, Google Creative Sandbox, DesignTaxi, Gizmodo, Contagious...
_________________________________
AWARDS:
Cannes Lions 2013
Promo&Activation, Shortlist
IAB Inspirational Festival 2013
Viral Video, Gold
Premios Genio
Social Media Innovation, Gold
_________________________________
TEAM
Creative Director: Jesús Revuelta
Account Director: Nuria Andrés
Senior Concept Writer: Ximo Villalba
Designer: Marta Torredeflot
Account Executive: Bea Reboll
AV Producer: Irene Choclán
Digital Production: DoubleYou
AV Production Company: NonamePro
Events: SMM
BY MAKING THINGS PEOPLE WANT
NIKE BRINGS AN ON-DEMAND MOVING LASER PROJECTED POP-UP FOOTBALL PITCH
TO COMMUNICATE BOOTS DESIGNED TO PLAY ANYTIME, ANYWHERE.
CLIENT: Nike Football Spain
PROJECT: Nike #MiPista
AGENCY: DoubleYou Barcelona
.
INSIGHT:
Football is not only played on the pitch. It's played on every corner of the globe.
But in Spain, a country full of courts and sports facilities, teenagers are often missing out on the tradition of playing football in the street and improvising.
IDEA:
A digital temporary service: Nike brings a laser projected pop-up football pitch wherever you are.
A mobile unit patrolled Madrid, ready to go to the requested locations and set up an impressive football pitch.
A van, a team of Nike FC247 specialists and a crane rush into the street or square in a matter of minutes and use a laser system to project the pitch, where the teens will have a surprising experience while they try out the new boots designed specifically to play in the street.
IMPACT:
- 5.5 million people reached through social media, blogs and earned media (0€ paid media).
- 100+ requests to repeat the initiative in other countries.
- Fully booked service.
- Highlighted on Sports Illustrated, FourFourTwo, Mashable, Google Creative Sandbox, DesignTaxi, Gizmodo, Contagious...
_________________________________
AWARDS:
Cannes Lions 2013
Promo&Activation, Shortlist
IAB Inspirational Festival 2013
Viral Video, Gold
Premios Genio
Social Media Innovation, Gold
_________________________________
TEAM
Creative Director: Jesús Revuelta
Account Director: Nuria Andrés
Senior Concept Writer: Ximo Villalba
Designer: Marta Torredeflot
Account Executive: Bea Reboll
AV Producer: Irene Choclán
Digital Production: DoubleYou
AV Production Company: NonamePro
Events: SMM
