Brief Explanation

ONE ACTION IS WORTH A THOUSAND PICTURES : This cricket world cup film was composed from a crowd sourced image bank of 225001 frames of cricket crazy athletes. The final split second action is threaded together using 1440 images featuring one seamless action across a thousand playing fields. ONE ACTION IS WORTH A MILLION MOBILE PHONES : Athletes and fans across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. Each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump. And thousands of split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams. ONE ACTION IS WORTH A THOUSAND PLAYGROUNDS : The same split second action sequence was also activated in playgrounds, streets, gullies and cricket pitches by 108 travelling photographers across many small towns in rural India. ONE ACTION IS WORTH A THOUSAND VOICES : Cricket Crazy chants, breaths, screams, appeals and sledges were recorded on mobile cameras across a multitude of live game locations and rendered into the soundtrack by legendary vocal percussionists and sound designers.

Creative Execution

MARKET SITUATION : Crowd Sourced Content is in a very nascent space in the Indian market. The potential of course is pretty close to phenomenal with one of the largest mobile phone markets in the world. And the advent of the cheap smart phone has connected everyone in a way like never before. We linked potential athletes and current athletes on a one on one basis and the interaction worked both ways to generate a lot of authentic content and conversations online. This film is driven by co-creation through social media. We can't expect great crowd sourced video content due to the lack of video cameras and the complexity of uploading video content from small town and rural India. The mechanics were extremely simple by design. All you needed to do is inbox a cricket playing picture to nikecricket.in on Facebook or tweet the picture with #justdoit. ONE ACTION IS WORTH A THOUSAND PICTURES : This cricket world cup film was composed from a crowd sourced image bank of 225001 frames of cricket crazy athletes. The final split second action is threaded together using 1440 images featuring one seamless action across a thousand playing fields. Athletes and fans and Cricket Crazy Youth across the country were invited via Facebook, Twitter and nikecricket.in to send in their action images in any playing position. Each image was prefixed with a key action frame posted online including the fast bowlers leap, the batsmans hook, the fielders dive and the keepers stump.