Nike The Switch
Award: Graphite Pencil
Graphite Pencil / Film Advertising / TV Commercials over 240 seconds / 2017
Brief:
During Euro 2016, Copa America, and the Olympics, Nike Football wanted to own football globally, despite not being an official sponsor of any of those tournaments. The goal also was to close the perceived gap between teenage amateurs and the pros.
“The Switch” became the longest football film ever created for Nike. It needed to emphasize that no matter who you are—pro or aspiring footballer—you have to earn your place. You have to spark brilliance in the game and your teammates.
Audience:
Football obsessed teens, as well as fans globally.
Insights:
The film drew 112,000,000+ views across all digital platforms. It was the most shared film during the 2016 Euro tournament, and it became the fourth most watched YouTube video of 2016 around the world.
The campaign prompted more than 15,000,000 Nike Football app downloads, and traffic to nikefootball.com rose 42% for the year. Esporte Interativo, a Brasilian sports network, enjoyed it so much, they ran the entire 6-minute film for free. Also, Portugal won the Euros. Coincidence?
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