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.

CHALLENGE : Celebrate the Cricket Crazy Youth of India, with a playing population that runs into many millions.

TIMING : T20 CRICKET WORLD CUP

IDEA : CRICKET CRAZY CO-CREATION

A campaign featuring user generated Cricket Crazy Content including videos, posts and tweets from Nike as well as Nike's athletes inviting cricket crazy youth to activate the campaign and show India and the world how they make every yard count by sending pictures of themselves playing the game wherever they are.

ONE ACTION IS WORTH A THOUSAND PICTURES :

The biggest content piece was the nike cricket world cup film that was composed from a Crowd Sourced image bank of 225,001 frames of cricket crazy youth. The final split second action is threaded together using1,440 images capturing one action across a thousand playing fields.

ONLINE CO-CREATION: Youth across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key frame posted online. The fast bowler was seen leaping over the wicket, the batsman would always attack the ball to play a hook shot, and the fielder dives and throws the ball to the keeper and so on. And thousands of action images, in these split second frames, were uploaded online by cricket crazy athletes across cities, towns and even some 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 different photographers to capture the same seamless action across small towns in rural India.

ONE ACTION IS WORTH A THOUSAND VOICES.

Cricket Crazy chants, breaths, screams, appeals and sledges were recorded on mobile cameras across a thousand different playgrounds and rendered into the soundtrack by legendary vocal percussionists and sound designers.

ONE ACTION IS WORTH A THOUSAND MOBILE PHONES :

Athletes and fans and Cricket Crazy Youth across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. But each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams.

This User Generated album is content with 225,000 images of raw and authentic cricket yards across India.

ONE JOURNEY IS WORTH A THOUSAND YARDS.

ALL THE CRICKET CRAZY CONTENT IN THE FORM OF THOUSANDS OF STILL IMAGES WERE CROWD SOURCED BOTH ONLINE AND ON GROUND FROM 9 BIG CITIES; BANGALORE, CHENNAI, DELHI, COCHIN, KOLKATA, HYDERABAD, MUMBAI, PUNE & JAIPUR, PLUS OVER 200 SMALL TOWNS AND A FEW VILLAGES ACROSS INDIA.

Finally from a phenomenal image bank of 225,001 crowd sourced images of Cricket crazy youth, 1,440 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.