Nike’s global #RiskEverything Campaign brought football fans across the world to the epicentre of activity in the run up to the 2014 Brazil World Cup. In tandem with the awe-inspiring global TV ad, a youth tournament across continents called #WinnerStays was at the core of the brand’s authentic grass roots presence.
The aim of this campaign was to increase young fans’ love of the brand and keep Nike no.1 in football. We were asked to deliver a large scale and daring football activation across four London boroughs ahead of the World Cup. Due to our in depth fan knowledge and reputation for highly creative sport and music activation, we were tasked with taking over the fans’ home soil and changing the everyday into the incredible. This meant creating a platform to find the best team across four areas of London to be crowned ‘Kings’ at the final at Phenomenal House.
In preparation, our planning and insight team, Fanatic, interviewed young players across the city. They uncovered urban play rituals that fed into the creation of a completely authentic tournament experience to drive a deep connection between fans and Nike Football before the World Cup.
We then took over high profile rooftops and created unique caged pitches across the capital to encourage players to #RiskEverything in creative and attacking 'five minute max' games; the ultimate in gladiatorial four-aside urban football. The first team to concede a goal lost a player and the team who scored the next goal won and winner stayed on. Iconic branding, epic backdrops, DJ's blasting beats as cam-drones hovered above created 100’s of ‘sharable and memorable moments’ for fans to spread across social media.
The tournament ran across North, South, East and West London in gritty yet atmospheric locations, the infamous Emirates Stadium in the North, overlooking the Olympic Park in the East, high above Lewisham Shopping Centre in the South and on top of Wembley Car Park in the West, where play took place the day after The FA Cup Final in the baking Sunday heat and a lively, party atmosphere.
Hundreds of people turned up to watch 800 young football fans #RiskEverything in these inspiring urban environments, the largest ever Nike UK football activation. We successfully engaged with 1000’s fans over the tournament, facilitating exciting team play, sharing of skills in front of Nike’s huge audience and created memorable moments both on and off the pitch. At 1.1 million Facebook Likes #RiskEverything has generated more buzz than any other football related pre World Cup campaign.