Football was becoming formulaic across the world. Nike’s goal for the 2014 World Cup was to dare footballers to no longer play it safe; only risk-taking football leads to a creative and exciting style of play.

The 2014 World Cup in Brazil, touted as the most connected, engaged, and watched event of our lifetime, gave us the perfect backdrop.

Our goal was to dominate the World Cup conversation each day of the tournament.

As the tournament unfolded over 26 days, our mission was to use “Risk Everything” as a POV that evolved alongside the magic on the pitch.

We dominated the Football conversation and created unprecedented brand engagement.

• 410 million online views of all “Risk Everything’ films to date.

• 23 million people engaged with the content by liking, re-tweeting or commenting on it. The launch of The Last Game was one of Facebook's most shared posts ever.

• Nike Football gained 6.2 million new followers across different social platforms.

On the day before the tournament, we launched the 5-minute Last Game film, delivering 210m views orchestrated across the globe on Social, TV, Digital and X-Box.

Risk Everything instantly became the rally cry for the tournament.

Once the POV was established, we created custom animated content and deployed it in real-time across platforms and via unique partnerships for the 26 days of the tournament.

TV spots around the games were connected to real-time content across social and digital platforms.

The secret weapon of our media strategy was designing placements to deliver stories in “real-time” across the globe instantly.

Our core audience was Football Obsessed Teens (FOTs). We knew the World Cup in Brazil was a pinnacle moment in their lives. We needed Nike to feel big, epic, live and completely immersed and connected to every touch-point of their media world.

When researching FOTs, we learned that beyond watching, playing and talking football; they want social and gaming experiences that relive and recreate the action, via mobile first.

The Last Game experience was designed to tell them an amazing story and then allow them to engage in “real-time” every day of the World Cup, across their platforms.