nike football : joga bonito world cup campaign
nike, w+k and framfab set out to create a self-propelling movement made up of footballers around the world, together championing the message of playing beautiful - joga bonito in portuguese.
the hub was an online streaming tv channel JogaTV, spearheaded by angry footballing legend eric cantona - broadcasting the values of beautiful football from nike as well as countless user-generated videos, one was the chain - an ever-growing piece of content that allowed users to add on their own clip to become the longest ever global football juggle.
the community grew and partnered with google a social network (pre-facebook) of footballers was created - a new user every 8 seconds made the community a huge success as the grassroots campaign gained momentum.
the online world transferred to the real in the form of joga3, the world's largest 3-on-3 tournament, with over 3 million participants in 47 countries - a gigantic world cup for kids as warm-up for the real one. here's one of many clips introducing the tournament - this one from the london events. customized team logos, uniforms and football boots were created via an adapted nike id site.
under the mantra of joga bonito hundreds of product items and promotional components were created - toys, posters, art exhibits, paintings, wall murals, boutiques, traveling shows. but the real success of the campaign was how the viewers made the message their own in videos, blogs, websites and made it one of the very first truly community driven campaigns.
: campaign components : web : tv : print : posters : viral films : blogs : events : promo items : outdoor : online community
: agency : wieden + kennedy amsterdam and portland
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: film 1 : campaign overview video
the Joga Bonito campaign message was trumpeted out from the broadcast center Joga TV by football icon eric cantona....
...a long stream of content pieces encouraged footballers to join the movement and help make football beautiful again...
...the footballers joined in, creating their own Joga Bonito messages, on the site and on the Google/Nike community Joga.com...
...the movement went offline. It went into local galleries and stores and onto the streets with the help of local artists...
...books, exhibits, toys and other creative content pieces were created from the themes of Joga Bonito, all around the world....
...it connected to products and nike sponsored teams as well as to the nike ID customization service on the site....
...on the site the footballers could create their own teams, shirts and shoes and join the biggest 3vs3 football tournament ever.....
: film 2 : ronaldinho : joy
: film 3 : brasil : team
: film 4 : wayne rooney : heart
: film 5 : thierry henry : honor
: film 6 : the cause