Nike - Copa Barrio / Argentina - (2011)
See also Nike - Copa Barrio / Brazil
Nike, Inc, in partnership with Wieden+Kennedy Amsterdam and AKQA London, is proud to announce the launch of their new integrated campaign for the Copa America football tournament taking place in Argentina throughout July 2011.
The South American Copa America tournament is much more than just a football tournament. Regional familiarity and shared language and customs makes the rivalries that much fiercer. This isn’t just Copa America. This is “Copa Barrio”.
“Copa Barrio” celebrates each nation’s unique footballing point of view, while encouraging fans to support their “Barrio” during the tournament by getting involved with the campaign online. The objective – for each Copa America nation to recruit as many fans as possible to support their Barrio’s quest for absolute victory, because in Copa Barrio it’s not enough just for your Barrio to win, every other Barrio must lose.
Launched on June 10th, the “Copa Barrio” campaign comprises a dynamic mix of media to rally fans around their own Barrio.
Striking press posters, outdoor ambient and digital banner executions using each country’s local Barrio headlines were deployed in each locality, to grab fans’ attention and drive them to their local Nike Football Facebook page to start getting involved in the Barrio battle. These pieces aim to fuel the fans passions for their barrio against all others, whilst demonstrating their unique footballing characteristics.
Copa Barrio films have also been created for Brazil (Neymar) and Argentina (Pastore, Higuain and Tevez) as a rallying cry to fuel participation. Launched concurrently with the tournament itself on Friday 1 July, these unique grassroots films depict the players in their respective countries recruiting neighborhoods for the Barrio battle. Filmed live, with no scripts to adhere to, the players have been captured interacting with their fans in a never before seen way.
These films are live on the main Nike channels of YouTube and Facebook within each market, and will also be running on TV in Argentina before and after each game of the tournament.
But the real “Copa Barrio” action takes place on the local Nike Football Facebook pages. Within the application fans are encouraged to make their voice be heard by writing their own rallying cries over posters which mirror Nike’s own print campaign. Fans can write messages of support and passion for their Barrio over iconic athlete imagery, which they can post on their own Facebook wall to show their allegiance to the cause.
During the matches themselves, fans from opposing teams are able to have a “Barrio Head-to-Head” with each other through their messages of encouragement and support for their team. Nike along with the Barrio members will select the best headlines submitted for each match and use them in their communications throughout the tournament, giving fans the opportunity to directly be involved with the game itself.
Who will win the Copa Barrio challenge? The fans will decide.
Advertising Agency Wieden + Kennedy Amsterdam
Executive Creative Directors Mark Bernath, Eric Quennoy
Nike Global Creative Directors Alberto Ponte, Ryan O’Rourke
Creative Directors Mike Farr, Pierre Janneau
Copywriter Sean Vij
Art Directors Ignasi Tudela Calafel, Mathew Jerrett
Broadcast Director Erik Verheijen
Agency Producer Tony Stearns
Group Account Director Jesse Long
Account Director David Anson
Account Manager Frederic Point
Head of Design Joe Burrin
Planning Andy Grayson, Graeme Douglas
Global Communications Planning Director Daniel Sheniak
Global Group Account Director Jason White
Management Supervisor Karrelle Dixon
Business Affairs Manager Barrie Williams
Project Management Sharon Kwiatkowski
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