NIKE THE CHANCE

TitleNIKE THE CHANCE
BrandNIKE
Product / ServiceNIKE FOOTBALL
CategoryA01. Creative Effectiveness
EntrantAKQA SHANGHAI Shanghai, CHINA
Entrant Company AKQA SHANGHAI Shanghai, CHINA
Advertising Agency AKQA SHANGHAI Shanghai, CHINA

Credits

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

Brief Explanation

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.