ADVERTISING

Nike

Rewrite the rules of speed

Agency: Wieden + Kennedy

Description

Nike launches an online viral campaign by Wieden+Kennedy Amsterdam (W+K) for the revolutionary 'Mercurial Vapor Superfly II".
As anticipation for the biggest football tournament of the year heats up, Nike releases the Mercurial Vapor Superfyl II, a football boot with Nike SENSE adaptive traction technology studs. When designing the Mercurial Superfly II, Nike created an adaptive stud that extend and retract by up to 3mm, based on ground conditions and pressure exerted by the player. Two of these studs on the forefoot of each boot combine with directionally positioned blades to allow for quick changes of direction, while secondary toe traction provides added power for those first critical steps. The result is a boot that enables greater speed in all directions – in all conditions
Enrico Balleri, Head of Nike Football Advertising says,“With this campaign we wanted to illustrate how the revolutionary adaptability value of this boot helps the fastest players in the world maintain their performance on any pitch condition.”
Art Director Pierre Janneau adds ‘Mother Nature doesn’t understand the ‘perfect pitch’. We wanted to demonstrate the many faces she might show during the tournament with a graphic illustration of how pitch surfaces unexpectedly evolve during the course of a game.’
The viral, shot by Edouard Salier, features FC Barcelona’s Zlatan Ibrahimovic and takes the viewer fantastical world where a mechanical pitch tests Zlatan’s speed to extraordinary extremes. As Zlatan glides past oncoming defenders, the pitch changes its surface and weather conditions at breakneck speeds as it continues to challenge Zlatan’s drive to goal. Unfazed by the terrain, Zlatan powers his way past defenders as his boots quickly adapt, grip the ground and accelerate towards victory.

This professional campaign titled 'Rewrite the rules of speed' was published in Netherlands in April, 2010. It was created for the brand: Nike, by ad agency: Wieden + Kennedy. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted over 12 years ago.

Credits

Advertising Agency: Wieden+Kennedy Amsterdam, Netherlands
Creative Directors: Mark Bernath, Eric Quennoy
Art Director: Pierre Janneau
Copywriter: Mike Farr
Producers: Neil Henry, Cat Reynolds
Head of Broadcast: Erik Verheijen
Executive Creative Director: Jeff Kling
Account Team: David Anson, Jordi Pont, Gene Willis
Nike: Enrico Balleri and Colin Leary
Production Company: Paranoid US
Director: Edouard Salier
Executive producer: Claude Letessier / Cathleen O'Conor
Head of Production: Matej Purg
Producer: Anne Lifshitz
Line producer: Romain Staropoli
Post coordinator: Charlotte Raffi
Director of Photography: Wouter Westendorp
Graphic design: Marthe Salier, Xavier Reye, Julien Michel, Damien Martin
Editor: Olivier Gajan
vfx company: Digital District
Producer: David Danesi
VFX Supervisor / 3D: Julien Rancoeur
Lead Flame: Christophe Richard
Music and Sound Design: Massive Music/ Guy Amatai

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