Thursday, June 14, 2012

Nike Football - My Time Is Now

Apologies that this blog has been radio silent for the past month due to a ridiculous amount of traveling around for work (and pleasure).  By now, most of you have have probably already seen this campaign, but if you haven't please set aside the next 30 minutes to play around with the Nike Football Youtube experience.  It's without a doubt one of my favorite all-time Youtube executions.  Kudos to W+K London & Stink Digital for an amazing piece of work. First a bit of background from the W+K London blog (they can certainly explain it better than I can):

Our innovative new Nike 'My Time Is Now' campaign celebrates this next wave of footballers, whether it's the participants in The Chance, Nike's worldwide hunt for football talent (with previous winners featured in the spot), or elite athletes looking to make an impact on the world stage. 


But more than simply reflecting the defining qualities of hunger and impatience, this new global campaign provokes and rewards these behaviours in the participating audience too.


To achieve this, the campaign flips the traditional AV model: rather than creating a film for TV and running it online, we created a film for the internet, a version of which runs on TV. Launched online first, with the TV edit following up in Saturday's Champions League Final, the film is driven by a variety of different types of content, interactions and experiences, as well as seamless extensions to the overall narrative flow of the campaign.

It all kicks off with another epic 3-minute, star laden spot below.  That's followed by a call to action to 'Follow The Tunnels' which are areas of content/interactive experiences throughout the film similar to easter eggs.  These include Ronaldo's training program, a Sonic video game, Football IQ test, etc.


I love the fact that Nike continues to put digital first and foremost and are committed to creating truly immersive experiences.  Far too many of these ambitious campaigns start with TV and treat digital as an adjunct or bolt on at the end.

Additional Articles: W+K London | Contagious