Nike needed a global campaign for their state of the art boot: The Total 90 Laser.The simplest way to show accuracy was to design a target.

A human target: Dirty Sanchez.

We sent these human targets around the world to challenge the most accurate football players alive.The tour is a series of digital episodes.

The first received 1/2 million hits in one day.New episode trailers keep users returning to the site.We wanted to find the world’s most accurate players but it wasn’t long before they came looking for us.

The idea goes public. A film trailer appears on terrestrial TV channels driving people to Nikefootball.comThe digital platform underpinned the entire strategy, spanning 20 countries and translated into 42 languages.The story is revealed in a series of viral online episodes.

Trailers of future episodes keep users returning to the site.Outdoor and in store work links the campaign with the sale of the boot.The target itself took on a life of its own appearing all over the world as kids tried to demonstrate their accuracy.