Showing posts with label Sport/Leisure. Show all posts
Showing posts with label Sport/Leisure. Show all posts

22.5.10

NIKE "Write The Future" Full Length Film Version








What better time than now to launch this beautiful campaign when FIFA World Cup is approaching fast. Nike is unveiling an action-packed film that brings together some of the world’s greatest players to inspire soccer lovers and sports fans around the world. The epic three-minute film, “Write the Future,” takes people on a journey that dramatically captures that one moment when headlines are written - from a single pass or one strike that brings a nation eternal happiness, while bringing others to their knees.


The film, directed by renowned Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel), features some of the world’s best players, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro, Franck Ribery, Andres Iniesta, Cesc Fabregas, Theo Walcott, Patrice Evra, Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva. Special guest cameos are made by tennis legend Roger Federer, basketball superstar Kobe Bryant and Homer Simpson.


AgencyWieden + Kennedy, Amsterdam, The Nederlands
Creative Director: Mark Bernath, Eric QuennoyArt Director: Stuart Harkness, Freddie PowellCopywriter: Freddie Powell, Stuart HarknessProducer: Elissa SingstockProducer: Olivier KlonhammerExecutive Creative Director: Jeff KlingHead of Broadcast: Erik VerheijenProduction Company: Mokkumercials – AmsterdamProduction Company: Independent Films – LondonDirector: Alejandro Gonzalez Inarritu, Stuart Harkness, Pablo CasacubertoDirector of Photography: Jeroen van der PoelVFX Company: The Mill

22.4.10

NIKE|Ring ring - Run run


The prank element involved in this campaign made it really relevant and viral. I’d highly recommend watching the video just to see the reactions of the victims.
Nike+ is a platform that allows you to keep track of your performance, using a chip in your Nike+ shoe and iPod. The running community had been a success in most of Europe, but uptake in Spain had been disappointing. The country ranked lowest in terms of European registration. Hard core runners considered the Nike+ tool too "commercial and did not feel it was "serious enough" for them. All marketing efforts were focused on recruiting this target until early 2009, which explains the lack of registration. Secondly, the more casual runners were not aware of Nike+ or didn't understood the shoe/ipod/web chip functionalities
Nike needed to engage and educate a broader running target for whom the sociability tools would have more appeal.

For a few, running is a passion. For others it is an addiction. For most runners though - the casual runners - running is a means to an end. Casual runners can get bored sometimes and would run more if it were fun or if their friends were there to challenge them. Nike decided to play on the rivalry between men and women in what the brand called Ring, Ring! Run, Run! The aim was to encourage people to get their friends to wake up and go running. Nike invited radio listeners to nominate friends for a live unprompted wake-up call with famous Nike elite athletes in four cities.
Camera crews, Nike athletes, friends and listeners all gathered in front of the lazy friend's house at 7 a.m. Once they woke up, the runner was asked to lace up and start clocking up the kilometres in the men vs. women challenge. Nike partnered with Spain's largest multi-platform media group 40 Principales, which is heavily connected with music.
The concept was kick-started in social media with a viral campaign involving videos of celebrities being woken up. And a teaser inviting people to go to specific wake-up locations. A deal with the highest rated morning show Anda Ya amplified the campaign. The presenters generated interest in the concept by requesting nominations for the next wake up call victim from their listening audience, and by announcing where the wake up call would take place in advance and ensured hundreds of people turning out at the house of the victim to join him/her in their morning run. To generate further value out of this media asset, Nike created 10 minute micro-programmes for TV and online.
The viral campaign received 80,000 views even before the first wake-up call and 10,500 people joined Nike+. Awareness of Nike+ increased by 62%, 9% points above 20% target. Spain sprinted from last place to first place in terms of registering for the challenge ranking as the top country globally.


BRAND:
Nike
BRAND OWNER:
Nike
CATEGORIES:
Accessories/Clothing/Footwear
Sport/Leisure
REGION:
Spain
DATE:

April - May 2009
AGENCY:
MPG
MEDIA CHANNEL:
Experiential,Events,PR,Radio

22.1.10

Adidas| Star Wars




Adidas: Star Wars


Adidas Originals is kicking off 2010 by welcoming you to the neighborhood, the street where originality comes to life as artists, athletes, and celebs celebrate their style. Everyone’s invited to our street corner along with some special guests, who traveled from a galaxy far, far away to launch a year’s worth of celebrations.
Star Wars and adidas Originals have officially joined forces in our most colossal collaboration to date, bringing you a striking collection of sneakers and apparel inspired by the characters and crafts you’ve followed for a lifetime.
The most iconic moments and beloved figures from the Star Wars saga are translated to the streets, telling their creative story across a forceful collection of adidas Originals footwear and apparel.
Celebrate this powerful alliance to the beat of a new and improved remix of the Imperial March, as Vader and the Stormtroopers land on our street corner greeted by Snoop Dogg, David Beckham, Calle 13, DJ Neil Armstrong and Daft Punk representing their originality. No matter which side of the Force you’re on, believe the hype, this year is going to be massive.
Together adidas Originals and Star Wars “Celebrate Originality” at its very best and provide stylish products for everyone, from true collectors to more youthful lifestyle consumers in 2010.


Creative development: Sid Lee
Director: Nima Nourizadeh
Production house: Partizan London
Editing: Daniel Sherwin from Final Cut at Jimmy Lee
Special effects: The Mills London
Sound design: Mathieu Lafontaine
Mix: Boogie studio
Production: Jimmy Lee


30.10.09

Asstounding "butt-centric" Reebok ad

The spot called "Wandering Eye," stars a shapely spokeswoman who can't get the camera operator from coming in for close-ups of her backyard, although she seems quite flattered by it. The inspired tagline: "Better legs and a better butt with every step." Reebok is running the spots on broadcast and cable TV over the next four weeks, marking the brand's first major TV effort in two years, according to M&C Saatchi.

25.10.09

LA Fitness| Swimming pool


Keeping fit is not just a fad – it’s a way of life.
Stress at work is spurring one in five of us to exercise MORE than we did a year ago, according to research published today. The study, which was commissioned by gym chain LA Fitness, suggests most of us find exercise a great stress buster.
Swimming is considered one of the best ways to keep fit. But as Catherine Bayfield reports if youre thinking of taking the plunge you may want to make more of a splash than this lot did.

Brand: http://www.lafitness.com
Agency:Unknown



27.7.09

Gustavo Borges Academia Balls

Gustavo Borges Academy in Brazil provides swimming training in Brazil, bearing the name of Brazilian swimming champion Gustavo Borges. “Bolinhas”, a print advertising campaign designed by JWT, features swimming training in a new light, with a swimming pool and a lake turned into play areas.

Gustavo Borges Academy Balls print advertisement

Gustavo Borges Academy Balls print advertisement

Credits

The Balls campaign was developed at JWT Brazil with photography by Artluz Studio .

The campaign was commissioned by Gustavo Borges directors Renato Ramalho and Daphne Lambros.

The Bolinhas campaign won a Gold award at the Premio Colunistas Parana in 2008.

17.7.09

Case Study - Football Superstar : Running a successful Facebook Page


Last night was the final episode of the Fox8 reality TV show
Football Superstars. We looked after the online promotion of this show. One of our tactics was to create an official Facebook Page. We knew their audience used Facebook and that it would be a great way to keep an on going dialogue with these fans.

We found an existing page for Football Superstar, which we took over from a fan from last season. The group had 347 fans. It was amazing how effective the Facebook Advertising was for finding fans of the show. We grew the group to well over 5,400 fans.

It will not win any awards but god damn it was effective with a ridiculously low cost per acquisition rate of 20c.

4. Key Learnings

1. Female Skew
We originally set the advertising to just Male (14-23) but what we found was that the show had a strong female teen audience, who were actually the most vocal online.
Page Demographics

Demogaphics on who was interacting

2. Stars were active
A number of the stars from the show were really active on the page. This was great for fans to feel closer to the show.

3. Facebook Pages still have a few glitches
You cannot create an event that invites everyone from a page to an event, this is a little annoying. However the Status updates get amazing responses and a great upgrade.

4. Some things are out of your control
State of Origin and a Soccer Final on the same night as your finale and launch is going to seriously affect your ratings.

16.7.09

Football Federation Australia::: Letter H



When ticket sales for Australia’s upcoming football match with Ghana were lower than expected, the Football Federation Australia (FFA) took the rather unusual step of promoting the opposition instead of the home side.

The target for the campaign was not die-hard football fans, but those who liked to watch the ‘big ticket’ events. Believing low ticket sales to be the result of an apathetic attitude to Ghana, the FFA looked for unconventional and amusing ways of educating and exciting Australians about the African country.

It formed a fake Ghanaian supporters group. Each member of the group had a letter of their beloved national side spelt out on their chests – the joke being that, as there were only four Ghanaians in Australia, they had no letter H. The group went out to public places and interacted with people to try and convince them to come and be the letter H at the game.

Starting as a piece of ambient media, interest snowballed and saw the campaign channeled into other forms of media, such as blogs and live television. For only $15,000, the AFF generated $250,000 of media value. In real terms, this translated into a 50% increase in ticket sales.

BRAND:Football Federation Australia

BRAND OWNER:FFA

CATEGORY:Sport/Leisure

REGION:Australia

DATE:Aug 2008 - Sep 2008

Agency:Lowe

MEDIA CHANNEL

Mobile or InternetTVAmbientPR

13.7.09

Nike Tour de France chalkbot puts your #Livestrong message on the road

Lance Armstrong is using his Tour de France apperance to promote the global fight against cancer. Through a Nike supported campaign at www.wearyellow.com there are a number of initiatives for people to participate, share their story and highlight the cause.

As the Live Strong site says: "Lance is just one person. He can't fight the global cancer epidemic alone. So he asked artists, other athletes, survivors and writers to join his peloton. Now he's asking you. What's your bike? There are many ways to get involved and make a difference. How will you help?"

Lance Armstrong Tour de France Live StrongLance Armstrong Tour de France Live Strong website at www.wearyellow.com

One of the ways to get involved is to send a message to the 'Nike Chalkbot.' The Tour de France has a tradition of people chalking messages on the road for riders to see and this year the Nike Chalkbot will allow people from all over the world to contribute a chalked message.

Nike Chalkbot Tour de France messagesNike Chalkbot Tour de France messages on the road

Followers can send a message via SMS, through the Live Strong website or as an @ reply on Twitter (including the hashtag #livestrong) to @chalkbot.

Once approved by the moderator, the message is then sent to the Chalkbot which then chalks the message onto the road ahead of the riders. The contributor is then sent a link to the message so that they can see it on the road for themselves.

The Nike Chalkbot will produce around '100,000 messages of courage, hope and action' during this years Tour de France and the following video gives more insight into the thinking behind the Nike Chalkbot and explains how it works:

Popout

Lance Armstrong is a Tour de France legend and the Tour de France Live Strong activity is a great way of combining the event platform with technology to highlight the cause whilst allowing the global community to interact with the actual event.

3.6.09

Nomis :: Vangaurds


Client:Nomis Sports Innovations
Agency:Johannes Leonardo
In lead markets Johannes Leonardo knew that 80% of people who try on Nomis boots buy them. With retail store shelves dominated by the big sports brands they needed to get boots to customers without the hype and seduction of the retail environment. Nomis Vanguards were introduced - a fleet of mobile retail stores, 50 vans across 6 countries. The vans were driven by brand advocates made up former coaches and players to get the Nomis message and product out to onto the pitch - where players could put the boots to the ultimate test



13.5.09

Reebok:::Your Reebok

BRAND: Reebok 
BRAND OWNER: Adidas Reebok 
CATEGORY :Accessories/ Clothing/ Footwear 
REGION :Global 
DATE :Mar 2009 - Dec 2008

Reebok was looking for an exciting way of engaging consumers with the brand.  Customisation had been a popular part of reebok.com for over two years and it wanted to take this a step further into the mobile space. Reebok has created an iPhone application, Your Reebok, that allows consumers to fully customize, and have the option to buy, a pair of Reebok shoes. People who download the application from the iTunes App Store can customize three shoe models: The Freestyle, The Classic Leather and The Ventilator. The designer can change up to 23 areas of the shoe, with a choice of 19 colours, four material options and adding personalized text. The designs can be shared with friends via email link or the whole world from the application – with the design being geo-tagged and added to the Your Reebok global community map. From the map all the other shared designs can be viewed and either bought or used as a canvas for customisation.

 





30.4.09

Disneyland :::A platform for children's dreams

BRAND OWNER:Disney
CATEGORY:Sport/Leisure
REGION:France
DATE:Apr 2007 - Jul 2007

Disney is famed for creating magical experiences for children, and wanted to do something special to celebrate the 15th anniversary of Disneyland in Paris in 2007. The 15th Anniversary Celebration was a year-long event held at the holiday resort.
Disney wanted to drive children to go to the amusement park and celebrate the landmark date. Disneyland wanted to create a platform where children could express their dreams and so commissioned a huge billboard featuring several Disney characters along with 2 LED screens; a long one across the top and a smaller, shield-shaped one in the centre.

The long screen at the top carried the message ‘dream like you have never dreamed before’ and the shield-shaped one carried the number 15.
A message to the side of the billboard read: “You too can send use your dreams via disneylandparis.com”. Visitors to www.disneylandparis.com could upload their photo along with a one-sentence dream.
Then the children’s dreams along with their faces were posted to the billboard. The child’s face would appear in the central shield and their dream would be posted to the long screen at the top of the billboard.

26.4.09

Zoo Safari::: Take a peek

BRAND OWNER :Zoo Safari
CATEGORY:Sport/Leisure
REGION:Brazil
DATE:Feb 2009 - Dec 2008


The Zoo Safari in Sao Paulo is a safari park where visitors can drive their vehicle through forests as the animals roam around freely. The idea is that this way visitors are in cages rather than animals.
In order to communicate this different type of animal park, Zoo Safari created electrostatic stickers featuring pictures of animals including Zebra, ostriches and monkeys. These were placed on the windscreens of parked cars, facing inwards to car interior. Anyone getting into their car would get a glimpse of what it might be to have an animal peering into their vehicle. The proportions of the sticker gave the impression that an actual life sized creature was investigating the car passengers. The message on the sticker read: “Up-close, no cages, more fun”.

22.4.09

Lyntoto:::Betting on women

BRAND OWNER:Norsk Rikstoto
CATEGORY:Sport/Leisure
REGION:Norway
DATE :Apr 2008 - Aug 2008


Norsk Rikstoto is an independent foundation established by the Norwegian Trotting Association and the Norwegian Jockey Club.


Betting on horses is big business in Norway, but the foundation was seeing its consumer base of men over the age of 40 dwindle.






Lyntoto is a gambling product aimed at those who don’t really understand horse racing and trotting. An automated system uses form and rankings to pick the horses the customer bets on in seven different races that take place every Saturday.
Norsk Rikstoto isolated women aged 25-55 as a key untapped target audience for Lyntoto. The women they wanted to attract were“fortune gamblers”, i.e. attracted by big prizes but with little understanding of the sport. The campaign revolved around a humorous gambling kiosk owner called Tor who explains to younger customers how to bet on the horses with Lyntoto. This was launched on TV, online, radio and in print.
By targeting such an different audience, Lyntoto increased its sales by 16.5% and continues to run into 2009.

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