The Amsterdam offices of Wieden + Kennedy released a new campaign to promote Nike in Turkey with the help of Turkish football star Arda Turan of Barcelona.
The first portion of the campaign launched last week. In this spot, Turan talks to the Turkish national team during a halftime break, asking them to approach this challenge like they’re standing up to childhood bullies while flashing back to the experiences of young soccer fans growing up in Turkey. As Turan puts it, “We lose when we give up.”
That was kind of exciting. But wouldn’t you like to be inside the locker room with him?
A week after the campaign kickoff, Nike launched a 360-degree version of the spot “to enable viewers to fully immerse themselves in Arda’s speech.” It also boast “binaural sound,” though we have to admit that we really don’t know what that is.
Basically, viewers are able to check out the locker room from Arda’s perspective as he preps his team for the second half.
According to the press release, the speech “was co-written with Arda to create an authentic experience for the viewer.”
W+K CDs David Smith and Craig Williams offered a joint comment:
“Often 360° technology is used as a gimmick, but in this case, we really felt that it added to the experience. The circular nature of a team huddle with all the players gathered around the captain lends itself to using 360° cameras. As did the binaural sound, which amplified the viewer’s sense of being right in the middle of an amazing team moment.”
Was it just us, or did the other players seem kind of “meh” about the whole thing? Also, whenever we watch interactive videos like these we are a little disappointed that we can’t pull a GTA by breaking out the automatic weapons/grenades and mowing down everyone onscreen.
The campaign will also include digital/social activations, print work and some in-store events in Turkey that involve VR headsets.
Next, we’d like to experience a Donald Trump speech from his perspective. Certainly the agencies can use their tech toys to allow us to zoom in as protesters get pepper-sprayed and journalists get manhandled, right??
CREDITS
NIKE
Ed Collin Brand Communications Director, Europe
Philip Jacobson Brand Communications Director, CEE
Julian Howkins Brand Communications Manager Turkey
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director Mark Bernath & Eric Quennoy
Creative Director David Smith & Craig Williams
Art Director Ignasi Tudela Calafell
Copywriter Mohamed Diaa, Tunc Topçuoğlu, Arda Turan
Head of Broadcast Production Joe Togneri
Broadcast Producer Michael MacMillan
Planner Stephane Missier
Group Account Director Kathryn Addo
Account Director Tim Ryan
Account Manager Luke Purdy
Art Buyer Chiara Donati
Project Manager Loes Poot
Business Affairs Michael Graves
Communications Planner Josh Chang
FILM PRODUCTION
PRODUCTION COMPANY SOMESUCH & CO.
Director Bob Harlow
Director of Photography Jackson Hunt
Producer James Waters
Executive Producer Tim Nash
EDITING COMPANY FINAL CUT EDITORS
Editor Dan Sherwen
AUDIO POST WAVE RECORDING STUDIOS
Sound Designer/Mixer Parv Thind
MUSIC
Artist / Title Lorne Balfe
Music Company Sony
POST PRODUCTION THE MILL
Flame Chris Scott, Jeanette Eiternes, Soledad Martin
CG Adam Dewhirst
VFX Adam Grint
Telecine James Bamford
Producer Jerrad Vladich, Ollie Allgrove, Clare Melia