Nike 'My Time Is Now'

 

 

There is a new breed of football player emerging. Younger, smarter, and scared of no-one. Driven

by the hunger to succeed. Armed with new tools and product innovation. Ready to step out of the

shadows if given the opportunity.

 

The new Nike 'My Time Is Now' campaign celebrates this next wave of footballers, whether it's the participants in The Chance, Nike's worldwide hunt for football talent, or elite athletes looking to make an impact on the world stage. 

 

But more than simply reflecting the defining qualities of hunger and impatience, this new global campaign provokes and rewards these behaviours in the participating audience too.

To achieve this, the campaign flips the traditional AV model: rather than creating a film for TV and

running a version of it online, it features a film created for the internet, a version of which will run

on TV. Launched online first, the film is driven by a variety of different types of content, interactions and experiences, as well as seamless extensions to the overall narrative flow of the

campaign.

 

To watch the film, click here: http://www.youtube.com/watch?v=QMv8g8CO4cQ

 

This interactive film is at the centre of a wide-ranging, fully integrated campaign. It tests the

viewers’ desire to learn, their knowledge of the modern game, and hunger to succeed, rewarding

those willing to dig deeper.

 

Ed Elworthy, Nike Brand Communications Director said: “We really wanted to showcase the

hunger and impatience of young players breaking into the game. It’s an inspiration that is shared

not only by our audience, but, by the Nike brand itself.”

 

Interacting with the film not only proves challenging, rewarding and inspiring, it also arms young

footballers with information that will help them to go on to be better players, and to seize the

chance to shine out on the pitch.

 

Stuart Harkness, Creative Director at W+K London, said: “Nike has always stood for innovation.

So it’s a football spot about the next wave of players trying to break through, but it also rewards those hungry enough to find what it takes to make it, online, via hidden content in the film itself.”

 

Hidden content includes insight into Barca’s Academy with Pep Guardiola, an interactive fitness

workout with Cristiano Ronaldo, an embedded retail store, a football IQ test and even a Sega Sonic16 bit game collaboration. The full interactive experience sits on the Nike YouTube channel.

 

The Chance

The film sits at the heart of a Nike Football campaign that's active throughout 2012 to find, hero

and fulfil the potential of emerging football talent. Since March, The Chance has been hunting

around the world for the best young unsigned players and giving them the tools and the stage to

show the world what they've got - and earn a chance to train with the top Nike clubs in the world,

including Barcelona, Inter Milan and Manchester United.

 

Of The Chance, Phil Haworth, CD at AKQA, said: “We're harnessing the potential of social media

to show us the real football heartland and help us uncover talent that might never have otherwise

been noticed. And as players realise their potential in front of a huge audience of their peers, Nike

Football is inspiring more young footballers everywhere to show they have what it takes.”

 

The film and interactive experience form a fulcrum for The Chance; not only do they feature talent

from the first wave of the programme, they elevate the competition, hero the participants, and

further Nike's ambition to narrow the gap between every day and top talent.

 

Credits.

 

The overarching 'My Time Is Now' strategy and campaign idea was conceived by Nike Football in

collaboration with Wieden+Kennedy London, AKQA and Mindshare.

 

The ‘My Time Is Now’ film and interactive experience was created by W+K London, directed by Adam Berg and produced by Stink and Stinkdigital.

 

“The Chance” – now in its second year -- was created by Nike Football and AKQA, who also managed the global social media activation of the idea, alongside Mindshare who ran the media strategy and buying.

 

The Nike ‘Barbershop' content was created by LEG Paris.

 

ENDS

W+K Credits:

ECD’s: Tony Davidson & Kim Papworth

Creative Director: Stuart Harkness

Interactive Creative Lead: Scott Dungate

Creatives: Ben Everitt & Ali Merry

Planning Director/Interactive Strategy Lead: Graeme Douglas

Planner: Oscar Powell

Account Director: Ryan Fisher

Account Managers: Alex Rogers & Martin Jackson

Exec Producer: Dannie Stewart

Producer: James Guy

Interactive Producers: Silvan Schreuder & Samara Zagnoiev

Interaction Design / UX Consultant: Dan Hon

AKQA Credits:

ECD: Duan Evans

International Client Partner: Geoff Northcott

Creative Director: Phil Haworth

Associate Creative Director: Davor Krvavac

Planning Director: Dan Hill

Planner: Ben Taylor

Copywriter: Tom Reed

Senior Designer: Neil Gurr

Designer: Andreas Levin

Associate User Experience Architect: Zac Best

Social Media Executive: Dan Jones

Social Media Editor: Sherief Younis

Account Manager: James Annis

Group Account Director: John Wilson

 

Mindshare Credits:

Oliver Joyce – Partner 

Ivor van Maaren – Account Director

Clare Sims – Account Director

Daniel Daynes – Account manager

Jonathan Chadwick – Global Partner

Adrien Robert – Global Invention Director

Alistair Lennie – Global Planning Director

 

Leg Credits:

Executive Creative Director – Gabriel Gaultier.

Copywriter – Dimitri Lucas

Art Director – Gregory Ferembach

Account supervisor – Thomas Kohn/Arnaud Dutant/Jessy Teboul

TV Production – Anne Mascorda/Xavier Favre