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How Nike India Made Every Yard Count With 1,440 Cricketers

04/04/2014
Advertising Agency
Mumbai, India
2.1k
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JWT India's Senthil Kumar directs an ode to the country's cricket-crazy youth

JWT India have created an ode to cricket for Nike. The fast and furious spot was directed by Senthil Kumar, National Creative Director JWT - with the help of over 200,000 crowd-sourced images, 1,440 young cricketers and 108 photographers. The campaign's strapline is 'Make Every Yard Count'  and the spot captures all of the action and energy that happens within the 22-yard cricket field. 

Inspired by the country's 'Cricket Crazy Youth', the spot's focus is the future of Indian cricket as they play their way from the streets to the stadium. In the spirit of teamwork and motivation, the spot involved a great deal of co-creation and crowdsourcing as cricket fans were invited to submit photos of themselves in action. Thousands of images were submitted from all across the country. Images were also created by 108 photographers who acted as aco-creators and took photos in playing fields and spaces everywhere from cities and small towns to parts of rural India. In all, the spot is made up of 1440 images from nine major cities, 200 small towns and a few extremely remote areas.

The flickering photography was inspired by the fact that video cameras are not widely available and the process of uploading video can be difficult, particularly in more rural areas. The team was keen to make sure the project was as open and accessible to as many cricket-crazed fans as possible. 

As far as the production was concerned, after the team gathered in all of the images via social media, the editor and his team then faced the challenge of sifting through 225,000 photographs and stitching together 12-20 images per second.


Credits


JWT INDIA TEAM :

Senthil Kumar – National Creative Director & Film Director.

Dhruv Warrior – Copywriter

Shri Pendakur – Digital Account Manager

Anil Nair, Karthik Katti & Praveen Potti – Account Management Team.

Production House – 1st December Films

DOP – Anup J Kattukaran and  team of 108 photographers

Producer – Atul Kattukaran

Editor – Priyank Premkumar

Music Director – Dhruv Ghanekar

Percussion Artist – Ustaad Taufiq Qureshi

Sound Engineer – Dhruv Ghanekar & Joseph George


 

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