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Nike Launches 'Play Russian'

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W+K Amsterdam gets wintry with hot new interpretation of 'Just Do It'

Nike Launches 'Play Russian'

Today Nike unveiled its new “Just Do It” campaign for Russia, created in partnership with Wieden+Kennedy Amsterdam.  Aptly named “Play Russian”, this campaign portrays the harsh Russian winter and heroes the athletes that are out moving despite the temperature.  The campaign aims to inspire movement in the streets of Moscow, and around the country, to build momentum around the Winter of Sport. Physical, digital and social media activations will inspire and enable athletes to live out their Russian spirit, even when the temperature drops far below zero.

 


Showing the world how to embrace sport and to “Play Russian”, local athletes are at the center of this campaign, which truly encourages athletes at every level to go outside and push themselves to new limits. The film features Ice Hockey player Alexander Ovechkin, long jumper Darya Klishina; footballer Alexander Kokorin; snowboarder Denis Leontyev; skateboarder Egor Kaldikov; and figure skater Adelina Sotnikova. 

 

“Sport can be enjoyed in all elements, and the Russian winter is no exception,” said Massimo Giunco, Nike Russia Brand Marketing Director. “In this new campaign, we’re challenging young athletes to show us that they can embrace winter as their playground. We already know they are fearless, but we want to see how they can defy normal and Play Russian. This is their moment to show the world that they can Just Do It like only Russians can.”

 

The inspirational message doesn’t stop when the film ends. Throughout the month of December and January, a series of unique and exciting events centered around running, football, snowboarding and ice hockey will take place to enable young Russian athletes to #playrussian. With the digital hub at the epicenter of the campaign, users can capture and share their sport moments by using the #playrussian hashtag across social networks. Captured content will be elevated on the digital hub (playrussian.nike.com), where viewers can filter through the photos to decide whether their peers have really embraced the Play Russian ethos or whether it’s simply just too normal.

 

“Growing up during great Russian winters only made me stronger,” said Alexandar Ovechkin, of the Russian National Ice Hockey Team. “When I’m out there on the ice, I’m immune to the cold and can just focus on my game.  To Play Russian is my way of life.”

 

Eric Quennoy, Wieden+Kennedy Amsterdam Executive Creative Director, said “This is Nike's first winter campaign for the Russian market, and we really wanted to celebrate and encourage Russians to get out there and embrace sport, no matter the conditions. To turn the icy white of winter into a canvas for action.  'Play Russian' is like a rallying cry to stick it to the elements by embracing the Russian spirit.  In many ways it's the ultimate embodiment of 'Just Do It'.”
The Play Russian campaign launches today with a 60-second film, which can be viewed here. For access to the digital hub, please visit playrussian.nike.com. 


NIKE ‘PLAY RUSSIAN’ CAMPAIGN CREDITS
    


NIKE                
Ed Collin    Brand Comms Director, CEE + WE
Jesse Long    Brand Comms Director, CEE
Philip Jacobson    Brand Comms Director, Nike Russia
Massimo Giunco    Marketing Director, Nike Russia


WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director    Mark Bernath, Eric Quennoy
Creative Director    Mike Farr, Pierre Janneau
Art Director    Vasco Vicente
Copywriter    Evgeny Primachenko
Head of Broadcast Production    Erik Verheijen
Broadcast Producer    Ross Plummer
Associate Post-Production Supervisor    Javier Perroud
Planner        Ben Armistead
Group Account Director    Kirk Johnsen
Account Director    Kathryn Addo
Account Manager    Mandy Wald
Art Buyer    Maud Klarenbeek
Project Manager    Janna Harrington
Business Affairs    Michael Graves


FILM PRODUCTION
PRODUCTION COMPANY        IMPERIAL WOODPECKER    
Director    Mark Zibert
Director of Photography    Chris Soos
Producer    Andrew Travelstead
Executive Producer    Charlie Cocuzza
Executive Producer & Managing Partner    Doug Halbert
    
MOSCOW LOCATION PRODUCTION COMPANY    HYPE PRODUCTIONS
Executive Producer/Owner/Partner    Ilya Stewart

EDITING COMPANY    POSTER BOY
Editor        Mark Paiva
Executive Producer    Michelle Rich

AUDIO POST        GRAND CENTRAL RECORDING STUDIOS, LONDON
Sound Designer/Mixer    Raj Sehgal    

MUSIC    
Artist / Title        Butthole Surfers, Who Was In My Room Last Night
Record Company    Universal Music Group
Publisher    Latino Buggerweil Music
Additional Music Editing         Massive Music
Teaser Music    AME Music

POST PRODUCTION        MPC, AMSTERDAM/LONDON
Executive Producer    Tim Philips
VFX Lead    Franck Lambertz
Flame    Franck Lambertz
Telecine    George K.
Producer, LA    Abisayo Adejare
VFX Assist, LA    Michael Wynd
Producer, Amsterdam    Gerben Molenaar


BEHIND THE SCENES PHOTOGRAPHY 
Photographer    Maeve Stam

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lbbonline.com, Fri, 29 Nov 2013 11:56:28 GMT