Nike Football: Take the Stage Take South Africa

Nike Football: Take the Stage Take South Africa


Brief
Give a football devotee the experience of a lifetime – be the voice of Nike Football on a two-week trip to the World Cup in South Africa, accompanied by Anton Ferdinand and Tinchy Stryder.

Solution
We invited committed young footballers to audition for their opportunity, designed a selection process to find the most deserving. And finally, we developed two weeks of content to take the experience to the watching audience online.

Role
Co-developed the strategy and approach for the campaign
Wrote all the site and social copy
• Scripted and oversaw production of the promotional film used here

 

Nike Football: Take the Stage Take South Africa

The Campaign
We kicked things off with a video invite from Tinchy Stryder and Anton Ferdinand, posting the film on the Nike Football Facebook page. 

 We wanted to take the message to a hard-core football audience. So we created a three-page ad on the inside front cover of Four Four Two magazine's World Cup issue.

We wanted to take the message to a hard-core football audience. So we created a three-page ad on the inside front cover of Four Four Two magazine's World Cup issue.

 Young footballers were directed to the Facebook page. There they uploaded a 15-second video audition for a spot on the trip. The five with the most votes went to the final selection day in London. 

Young footballers were directed to the Facebook page. There they uploaded a 15-second video audition for a spot on the trip. The five with the most votes went to the final selection day in London. 

 The five final contenders battled it out for a spot in the presence of Anton and Tinchy. Once the winner was chosen, the three were immediately taken to NikeTown for their first assignment – interviewing England captain, Rio Ferdinand. 

The five final contenders battled it out for a spot in the presence of Anton and Tinchy. Once the winner was chosen, the three were immediately taken to NikeTown for their first assignment – interviewing England captain, Rio Ferdinand. 

 Once the trio were in South Africa, they uploaded videos, photos and posts of their trip. Fans commented on the content and saw the World Cup through their eyes. 

Once the trio were in South Africa, they uploaded videos, photos and posts of their trip. Fans commented on the content and saw the World Cup through their eyes. 

Nike Football Grassroots Visit

We showed the audience inside Nike's support for the grassroots of football in South Africa. This gave people all around the world a deeper connection to the spirit of the 2010 World Cup.