ABOUT

BRIEF

As part of the Nike “Write The Future” campaign for the World Cup 2010, Wieden + Kennedy were planning to produce a LED installation across the tallest building in Johannesburg on the edge of Soccer City. This was to be an interactive display, the manifestation of an online experience uniting football fans globally by celebrating their words of encouragement to their heroes.

OUR AIMS

— Invite and showcase fan’s social celebration of players in Soccer City
and online globally.
— Create impactful LED animations for the screen

OUTCOME

Working closely with Wieden + Kennedy, we lit up the night skyline with a 38 x 46 metre interactive display built by Spectrum, a local installation company.

We produced a system that pulled moderated text submitted by fans from a variety of Nike digital social spaces across the screen and into animations of World Cup player portraits. Running throughout the duration of the World Cup 2010, the display would animate multiple text feeds from across the globe, building up each image to picture the player that
the fans text submissions referred to. We photographically documented all the submissions and posted them on an online gallery, sending personalised links back to the fans that had sent each message.

RESULTS

During the 4 week campaign, we saw over 20 million impressions online and received over 40 thousand submissions.
The project picked up a One Show Interactive Gold Pencil and three One Show Interactive Merits.
It was part of the most awarded campaign of 2011.