For the Football World Cup 2006, Nike wanted to unite football crazy kids on a global scale in the fight against ugly football – diving, time wasting, acting and foul play – by celebrating beautiful football (joga bonito). The target audience was 13 to 17-year-old football fanatics, but the experience should speak to football lovers more broadly. We created an interactive, content driven experience, and let our target audience be the carrier of the message. By creating 'The Chain', the world's longest football video, we gave them a voice and opportunity to participate in our communications right next to Ronaldinho. We believe that this merged entertainment with advertising and gave the campaign authenticity.
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