Cannes Lions

STRIKE NIGHT, FEATURING THE MOST INTELLIGENT GOAL IN THE GAME.

AKQA, London / NIKE / 2017

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Strike Night was a finishing tournament that saw seven world class goal scorers go head-to-head. Not only were they up against each other, they were shooting at the world’s first full-size, fully interactive LED goal – the most intelligent goal in the game.

It was the centre-piece of the contest and was used to score and judge the outcome. Strike Night was staged in London, and broadcast globally on Facebook Live.

Execution

The Strike Night LED goal scored the tournament and was a world first.

Each ball struck was tracked by 16 infra-red cameras to determine its position and speed. The ball triggered one of 25 animations to play in the LED goal net (made of mesh featuring 12,000 LEDs), with animations originating from the exact spot the ball hit it. The system then awarded the strike points based on its accuracy and power.

The style of illustration and animation was determined by two key factors – one, inspired by retro video games to create an arcade-style environment; two it was to make best use of the pixels that the 12000 LEDs in the net created. The 4 sides and shape of the net presented a challenge for each individual animation, especially as each had to be visible to spectators all around the venue.

Outcome

- Over 2.7m viewers of the live broadcast on Facebook Live.

- 415k live interactions on Facebook Live.

- 10m ‘live‘ content views (across Instagram Live, Instagram Stories, Snapchat, Twitter).

- 19m content views across competitor athlete channels.

- 30k Strike Night media mentions globally including front page news in Portugal and Italy.

- Resulting in over 700m impressions.

Losing finalist, Manchester United’s Marcus Rashford, commented: “I can’t believe how cool it was. I felt like I was in a video game with the digital goal”.

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