Eric Quennoy
Executive Creative Director at Wieden + Kennedy Amsterdam
Amsterdam, Niederlande
TitelStreet Story
Agentur
Kampagne Street Story
Werbende Nike
Marke Nike Russia
Datum der ersten Ausstrahlung/Veröffentlichung 2018
Geschäftsbereich Mode, Kleidung & Schuhe
Philosophie As the host nation of the World Cup - Nike Russia had a vested interest in owning the conversation around the tournament. But as Nike was not an official sponsor of the event, we needed to hijack the conversation. Instead of telling stories of professional footballers we wanted to shine a spotlight on the journey and mindset of real Russian Footballers and the street pitches they call home.
Describe The Creative Idea

The campaign was based around the idea of ‘Never Ask’. In a country as restrictive as Russia, asking for permission is a fool’s errand, so we encouraged the new generation of pioneering Russian footballers to never to ask in the first place.
Describe The Execution

We told a street footballer’s story on the streets themselves. Hundreds of pieces of street art were posted on Korobkas (the outdoor football cage where most Russian kids learn how to play football) across Moscow in a guerilla outdoor campaign that took over the city. We leveraged a variety of placements that integrated our campaign into the football experience, ranging from the floor of a korobka to a large format wall beside it, to posters surrounding the perimeter of the pitch. Each piece of artwork was also a single frame of animation that when stitched together became a highly viral film.
List The Results

Our Street Story campaign was shared online by world cup footballers, celebrities and olympians alike, and garnered 700M earned impressions in over 150 publications - all seeing our film go viral and rack up over 5 million views. The film, along with our 240+ OOH executions across Moscow, all worked to catapult Nike to Russia’s #1 brand during the World Cup (despite not being an official sponsor).
Medientyp Verpackung, Marke & Design
Länge
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Art Director
Texter
Head of Broadcast Production
Executive Producer
Planning Director
Planner
Communications Planning Director
Group Account Director
Group Account Director
Account Director
Kundenbetreuer
Head of Design
Studio Direktor
Studio Designer
Projektmanager
Business Affairs
Director
Producer
Executive Producer
Director of Photography - Live Action
Director of Photography - Stop Frame
Wardrobe Stylist
Produktionsdesigner

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