Cannes Lions

MAKE EVERY YARD COUNT

JWT INDIA, Bangalore / NIKE / 2014

Awards:

4 Silver Cannes Lions
3 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Case Film
Film
Case Film

Overview

Entries

Credits

Overview

Description

Branded Entertainment is in a very nascent space out here in the Indian market. The potential of course is pretty close to phenomenal with one of the largest mobile phone markets in the world. And the advent of the cheap smart phone has connected everyone in a way like never before. We can talk to potential athletes and current athletes on a one on one basis and the interaction works both ways so we should be generating a lot of authentic content and conversations online from this campaign.

This campaign is driven by co-creation through social media. We can't expect great crowd sourced video content due to the lack of video cameras and the complexity of uploading video content from small town and rural India. The mechanics were extremely simple by design. All you needed to do is inbox a cricket playing picture to nikecricket.in on Facebook or tweet the picture with #justdoit.

Execution

ONLINE CO-CREATION: Youth across the country were invited via Facebook, Twitter, instagram, nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key frame posted online. And thousands of action images, in these split second frames, were uploaded online by cricket crazy athletes across cities, towns and even villages via mobile phone cameras, gopros, webcams and procams.

ON GROUND CO-CREATION: The same action sequence was also activated across several playgrounds by 108 travelling photographers who camped on thousands of playgrounds to capture the same seamless action across small towns in rural India.

Outcome

ONE JOURNEY IS WORTH A THOUSAND YARDS ON TV, MOBILE, SOCIAL & THE CRICKET CRAZY NETWORK.

CRICKET CRAZY CONTENT: 225001 STILL IMAGES WERE CROWD SOURCED ONLINE AND ONGROUND FROM 9 BIG CITIES, OVER 200 SMALL TOWNS AND VILLAGES ACROSS INDIA. IN THE FINAL CUT, 1440 seamless action images, captured by both Cricket Crazy Youth and the 108 photographers, were chosen and stitched together to complete one action of the journey of one ball from bowler to batsman to fielder to keeper.

VOTED INDIA'S BIGGEST EVER CROWD SOURCED CAMPAIGN THAT AVERAGED OVER 2.5 MILLION IMPRESSIONS DURING THE ONLINE CAMPAIGN PERIOD.

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