Nike India’s first-ever co-created digital film has been created by JWT Bangalore
BestMediaInfo Bureau | Delhi | April 2, 2014
Nike on Friday last debuted its ‘Make Every Yard Count’ film on the Nike Cricket Facebook page. The film, which was co-created with consumers through an active online participation and on-the-ground efforts, uses over 1,440 crowd-sourced action images of young cricketers in India.
The new Nike film is a testament to the dedicated young cricketers of India, the ones who don’t let anything get in their way no matter if they play in the gully or in the stadiums. The campaign, which was launched on February 22 on Nike Cricket Facebook and Twitter, encouraged players all around the country to send in images and also involved over 100 photographers who travelled around the country to shoot young cricketers.
The ‘Make Every Yard Count’ campaign aims to make the young cricketer the hero of the Nike film. The campaign, which drew over 225,000 crowd-sourced images, now concludes with the launch of the digital film.
Avinash Pant, Marketing Director, Nike India, said, “At Nike, we understand that the cricket culture of this nation is not confined to Team India and its players. It includes the millions of young cricketers who strive every day to be amongst the best tomorrow. This film is a dedication to each and every one of those young cricketers who relentlessly chase their dreams.”
The manifesto that captures the campaign idea best reads: “Yesterday was not good enough. Today is not over yet. Make Every Yard Count.”
The digital film was created by JWT Bangalore, produced by 1st December Films, Bangalore, and directed by Senthil Kumar, National Creative Director, JWT India. The song creation and sound design by Dhruv Ganekar and Taufiq Qureshi.