How can we localize a global campaign...
Every 4 years, Nike just hi-jacks the World Cup...
The mission? ... to disrupt the biggest sport moment that we gat to experience ever 4 years,
and for the 2014 W.C. it was no easy task to integrate Mexico´s local flavor to an amazing campaign featuring Nike´s top athletes as animated characters.
The Campaign
A global narrative around the sport and how to play risking everything for the love of the game.
Engaging with a younger audience.
Placing mobile devices at the center, the content was so rich and
engaging the younger audiences shared it organically.
Top Athletes with global appeal.
the usage of Nike´s top athletes was also the main reason
the campaign was on another level. These animated characters
were also used to promote product through shorter videos and formats.
We worked with W+K´s creative team to create several short films for social around Zlatan´s POV around the games and Mexico´s participation in the WC
One special moment was Memo Ochoa´s game against Brazil where Zlatan portrayed himself with Memo´s Hair. These were produced and distributed daily after the games.
We created a couple of live interactions with Neymar and the Televisa Deportes crew which were broadcasted during primetime.
We worked with Global team and a local agency to bring the animated characters to life and place them in key city areas around CDMX.
The statues were massive and places in the most relevant locations around CDMX. From parks to Malls, they were grabbing everyone´s attention.
We saw huge number of people posting them in social and using the campaign hashtag. #RiskEverything.