|Title||MAKE EVERY YARD COUNT|
|Product / Service||NIKE CRICKET|
|Category||A07. Use of Digital a in a Promotional Campaign|
|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|
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 that the put the Cricket Crazy Youth at the centre and made them real heroes by featuring user generated and crowd sourced content including videos, posts and tweets from Nike as well as Nike's athletes inviting the 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 and tagging themselves later.
ONLINE ACTIVATION: Athletes 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. ON GROUND ACTIVATION: The same action sequence was also activated across several playgrounds by 108 travelling photographers to capture the same seamless action across small towns in rural India.
CRICKET CRAZY ACTIVATION : 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. The final cut was seamlessy composed from a Crowd Sourced image bank of 225001 frames of cricket crazy youth, stitching together 1440 images. VOTED INDIA'S BIGGEST EVER CROWD SOURCED CAMPAIGN THAT AVERAGED OVER 2.5 MILLION IMPRESSIONS DURING THE ONLINE CAMPAIGN PERIOD.
By keeping the mechanics very simple, we managed to overcome most obstacles in crowd sourcing helping us make that deep connection with the cricket crazy indian athlete right from the call for entries, to the playground activations, to the crowd sourced photographs, to compose a film that was completely driven by social engagement, and the surprise result of thousands of athletes actually tagging themselves online on the film and on the photographs via social networks and mobile. The Campaign succeeded in putting the Cricket Crazy Youth at the centre by inspiring, reaching and activating over 11 million social connections.