Voiceover by James Phillips

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Campaign
Nike #MiPista

The Rundown

Soccer is not only played on the field, it’s played in just about every corner of the planet. That’s why Nike designed FC247: a new style of shoe to play “anytime, anywhere”. But in Spain, teens are missing out on the tradition of playing in the street due to the expansion of sports facilities. So we developed a way to create laser-projected pop-up soccer fields to enable users to play "anytime, anywhere".

The Building Blocks

The idea of grabbing a couple of rocks on the street to make goalposts has been lost. When kids get together, they spend more time on social networks than playing ball. So we came up with a way of encouraging them to play "anytime, anywhere”. We staged seven improvised events in Madrid during one weekend. The mobile accessible website was important to schedule the matches, but the video of these matches was the key to bring the new FC247 to a wider audience.

The Results

While the events in Madrid might seem small, they got more than 200,000 YouTube views with no media investment. #MiPista ("my ground" in Spanish) reached around 5,500,000 people through social media conversation, blogs and earned media. And Nike received requests from all over the world to repeat the initiative in other cities.

The Stats

200k+ views with no media investment
100+ requests to repeat the initiative in other countries
5.5 million people reached through social media, blogs and earned media

The Team

DoubleYou doubleyou.com
Fredo Sanz, General Director
Jesús Revuelta, Creative Director
Nuria Andrés, Account Director
Ximo Villalba, Senior Concept Writer
Marta Torredeflot, Designer
Bea Reboll, Account Executive
Irene Choclán, AV Production
Álvaro Sandoval , Digital Production
Case Study voiceover: James Phillips

google.com/think/campaigns/nike-mipista.html

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