The World Cup is the most watched, most loved sporting event globally. To realize our goal, we needed more than just a global campaign, we needed a global entertainment experience that wouldn’t feel out of place in the company of the tournament. And we wanted to bring it to life in a way that would enter the world’s consciousness and spark its imagination.
It was a campaign with a sharp point of view—Risk Everything—and it aimed to take on the dull, predictable football that had dominated the past few tournaments.
The campaign debuted with a series of films, including “The Last Game,” a 5-minute animated film that highlighted the dangers of playing it safe. This gave us a world and a cast of characters who could speak on Nike’s behalf, react to moments in real-real time, and engage with the audience.
During the tournament, we assembled an integrated team (including Nike, W+K, several other agencies and key media partners) housed in one location that was operational 24 hours a day for 30 days across 22 languages.
We created more than 200 pieces of unique content in real-time, crafting and animating storylines across global platforms and working with key partners like ESPN, Xbox, Google, Facebook, Weibo and Televisa.
In the end, Nike was the most-viewed brand of the tournament.