|Title||MAKE EVERY YARD COUNT|
|Product / Service||NIKE CRICKET|
|Category||D01. Online Video|
|Entrant||JWT INDIA Bangalore, INDIA|
|Entrant Company||JWT INDIA Bangalore, INDIA|
|Advertising Agency||JWT INDIA Bangalore, INDIA|
|Media Agency||MINDSHARE Bangalore, INDIA|
|Production Company||1ST DECEMBER FILMS Bangalore, INDIA|
|Senthil Kumar||JWT||National Creative Director|
|Senthil Kumar||JWT||Film Director|
|Shri Pendakur||JWT||Digital Manager|
|Anil Nair||JWT||Client Services Director|
|Karthik Katti||JWT||Account Director|
|Atul Kattukaran||1st Dec Films||Executive Producer|
|Anup J Kattukaran||1st Dec Films||Director Of Photography|
|Dhruv Ghanekar||Wah Wah Music||Music Director|
|Taufiq Qureshi||Wah Wah Music||Vocal Percussionist|
|Joseph George||Wah Wah Music||Sound Design Arrangement|
|22 Feet - Digital Media Agency||Additional company|
ONE ACTION IS WORTH A THOUSAND PICTURES : Athletes and fans across the country were invited via Facebook, Twitter, Instagram and nikecricket.in to send in their action images in any playing position. But 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 these split second action images were uploaded online via mobile phone cameras, gopros, webcams and procams. The same action sequence was also activated by 108 travelling photographers across a thousand playing fields in small towns and rural India.
CRICKET CRAZY CONTENT: NIKE MADE EVERY YARD COUNT AND ACTIVATED A FULL CIRCLE BETWEEN MOBILE, DIGITAL, SOCIAL AND TELEVISION CHANNELS, BREAKING ALL THE BOUNDARIES AND REACHED OUT TO 11 MILLION CRICKET CRAZY INDIANS ACROSS MULTIPLE CHANNELS 225001 STILL IMAGES WERE CROWD SOURCED ONLINE AND ONGROUND FROM 9 BIG CITIES, OVER 200 SMALL TOWNS AND VILLAGES ACROSS INDIA. VOTED INDIA'S BIGGEST EVER CROWD SOURCED CAMPAIGN THAT AVERAGED OVER 2.5 MILLION IMPRESSIONS DURING THE ONLINE CAMPAIGN PERIOD. Add the surprise result of thousands of athletes actually tagging themselves online on the film and on the photographs via social networks and mobile.
CHALLENGE : Celebrate the Cricket Crazy Youth of India, with a playing population that runs into many millions. TIMING : T20 CRICKET WORLD CUP IDEA : CRICKET CRAZY CO-CREATION A campaign featuring user generated content including videos, posts and tweets from Nike as well as Nike's athletes inviting cricket crazy youth to activate the campaign and show India and the world how they make every yard count by sending pictures of themselves playing the game wherever they are. NIKE MADE EVERY YARD COUNT AND ACTIVATED A FULL CIRCLE BETWEEN DIGITAL, SOCIAL, MOBILE AND TELEVISION CHANNELS, BREAKING ALL THE BOUNDARIES. A STAGGERING 225001 STILL IMAGES WERE CROWD SOURCED ONLINE AND ONGROUND FROM 9 BIG CITIES, OVER 200 SMALL TOWNS AND VILLAGES ACROSS INDIA. In the Final Cut, 1440 action images captured by Cricket Crazy Youth and 108 photographers, were chosen and stitched together to complete one seamless action across the country.
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