Nike Presents THE CHOSEN
Project Overview
Nike had made a major push into the world of Action Sports, with a team of Global athletes supporting a large product line across multiple sports. Now it was time to redefine "Just Do It" for a new generation.
A major TV spot was in production and Nike needed a partner to deliver a digital campaign that would not only live up to the "Just Do It" mantra, but help activate and elevate everyday athletes in Surf, Skate and BMX.
Instrument engaged with Nike for a thorough period of discovery and concepting, out of which was born "The Chosen", the first ever global social media campaign from any Nike brand. Instrument was tasked with designing, building, launching and managing the global digital campaign, ensuring it's spread and ultimate success over social media and live events.
To build anticipation for the campaign kickoff, we first created a site that counted down the seconds to the new "Just Do It" commercial which featured Paul Rodriguez, Danny Kass, Julian Wilson, Laura Enever and other Nike action sports athletes pulling tricks at world’s greatest surf, skate and BMX spots around the world. Facebook was the chosen medium for a globally-coordinated effort involving over 20 Facebook pages in 15 regions. Over 1 million people watched the latest Nike commercial via Facebook and commented live, bringing the message of "Just Do It" to the social networking experience for the first time.
After the live TV event, we launched the 2nd stage of the campaign: the "The Chosen Crew Video Contest," a competition that paired skaters, surfers and BMXers in 12 countries against each other to see who could display the most creativity, gain the most buzz and get chosen to live like a pro. Over 1,800 crews participated in the contest, driving huge amounts of social activity all over the world, culminating in a live voting event and final award ceremony at the US Open of Surfing in Huntington Beach, CA.
"The Chosen" digital campaign has been a huge step forward for Nike, defining their social media presence with a new audience and disseminating a message of participation and creative expression in Action Sports. The summer edition of "The Chosen" just wrapped, and a winter edition is scheduled to launch this year.
Credits
- Account Director Katie Allen
- Creative Director JD Hooge
- Technical Director Phong Ho
- Strategist Justin Lewis
- Senior Producer Coryna Sorin
- Producer Casey Castro
- Lead Designer Jessie White
- Designers Zech Bard, Tim Kviz, Anne Olena
- Developers Jared Moran, Paul Farning, Ryan Spangler, Ryan Roemmich, Eric Feigner
- Jr. Developer Intern Nichole Barrett
- Copywriter Zech Bard
- Community Manager Evan Davies
