Nike have just launched their new football campaign which will run from now until the end of June. The activity will be taking advantage of end of season matches/the champions league final but is really intended to leverage the European finals due to take place in Austria-Switzerland 7-29 June. The campaign has been titled "The next level" and have to say its awesome.
The ad is actually a 2 minute movie clip directed by Guy Ritchie that gives viewers the first person treatment by mixing on - pitch images with training sessions and the more glamourous life of a footballer.
The story is that a local soccer star's dreams come true when he is spotted by Arsene Wenger and selected to play with Arsenal. The ad shows our guy battle some of the world's best footballers.
Amsterdam - based agency 72andsunny are behind the edgy ad and it was created with the intention of portraying both the ugly and alluring aspects of playing professional football.
Agency co - founder Glenn Cole said of the ad "we were going to get you really close to all of the collective fantasies -- which is what would it be like to have Cristiano Ronaldo running at you full speed with the ball -- that would be f-ing scary. And how do we capture that? Who would be able to help us capture that in a way that doesn't become overly sentimental -- approachable but still has the hard edge depicting what life is at that level? Only a few directors did come to mind."
The movie is split into 30 - 40 second stings using various parts of the clip and higher profile slots have been chosen to play the full length version and the footage has been localised to suit areas like Latin America and give a more personal feel.
The campaign also lives online and on the Nike football official website. Surprising though that isn't a dedicated site for the campaign which would also have things like behind the scenes footage, outtakes & other extra bits.
There are plans to integrate mobile applications however and also to allow fans to sign up to an elite training program.
Posted by lisa | Comments (0)
Tags: nike football, next level, 72andsunny, euro 2008
Although Ireland have no place in the European finals this time around we must soldier on and continue to join in the fun!
And so brings us to Carlsberg's latest campaign that hopes to help us do just that!
Return2Sender is deee-lighted to announce it's involvement in Carlsberg's "Live It" campaign which has just gone live in the past few weeks. "Live It" is primarily executed online and over mobile. The brand is advertising through all traditional channels (On - Pack, TV, Outdoor, DM etc..), banner ads online and mobile advertising.
The main objective for the activity is to get consumers signing up to the promotion to receive their free Carlsberg supporters pack through the post.
Consumers can sign up by visiting the liveit.ie website or by texting LIVEIT to the shortcode provided.
Once registered consumers are given exclusive access to the Live It supporters area where they can catch latest news updates and fixtures, take the footbal quiz, watch videos (incl. retro football moments),upload their own videos of classic footballl moments and downlaod screensavers and wallpapers. A support WAP site for the campaign has also been built and will also provide latest news, fixtures & results, TV listings, retro video vault and free mobile content. The mobile site will also be advertising on 02 active using banner ads.
If you would like to sign up text LIVEIT to 51725! Or visit www.liveit.ie
Posted by lisa | Comments (3)
Tags: carlsberg, euro 2008, new campaign, return2sender