Title | NIKE THE CHANCE |
Brand | NIKE |
Product / Service | NIKE FOOTBALL |
Category | A01. Creative Effectiveness |
Entrant | AKQA SHANGHAI Shanghai, CHINA |
Entrant Company | AKQA SHANGHAI Shanghai, CHINA |
Advertising Agency | AKQA SHANGHAI Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Susie Ni | Akqa | Account Servicing |
Cathy Wang | Akqa | Account Servicing |
Tony Zhang | Akqa | Account Servicing |
Jason Wang | Akqa | Account Servicing |
Gavin Lum | Akqa | Account Servicing |
Vivian Zhang | Akqa | Project Manager |
Kim Jerbo | Akqa | Motion Graphics Designer |
Shell Ni | Akqa | Producer |
Joe Cai | Akqa | Production Manager |
Lei Fang | Akqa | Creative Developer |
Jeff Xu | Akqa | Technology Director |
Riaad Van Der Merwe/Jimmy Chen | Akqa | Copywriter |
Yoyo Chu/Bruce Ji | Akqa | Designer |
Johan Vakidis/Tea Qiu | Akqa | Art Director |
Johan Vakidis | Akqa | Executive Creative Director |
When Nike set up the Elite Training Unit (ETU) to give China’s football-obsessed teens the chance to go pro, they asked us to spur the nation into action. To do that, we built an online social football community. Our single-page design interactively engages fans, and by using rich media technology, we let them talk directly to Nike and participate in live, real-time social feeds. Along with our annual global grassroots talent search — The Chance — we’ve combined offline initiative with digital innovation. Launching “Bring ETU to My City”, we made it even easier to match Chinese football talent with Nike’s Elite Training Unit. And our integrated mobile interface keeps on-the-go fans fully connected to the Nike Football Community — anywhere. Meanwhile, for the football-obsessed who couldn’t participate in The Chance this year, we’ve created personal, interactive sessions to help them train online. Because when Chinese football fans stay connected, they stay hungry. This year, we engaged more than 275,000 football-obsessed teens from all across China. In seven days, ten thousand teens voted “Bring ETU to My City.” And in five months, the Nike Football Community had almost 6.7 million total views, with over half a million active users. Yet for China’s football-obsessed, this is just the beginning.