Lucas from São Paulo, Brazil in South America has just delivered news about the new TVC campaign for Nike. A series of 8 films to promote the Footbal (Soccer) World Cup 2006 and Nike's sponsored athletes.
To promote the 2006 Football (soccer) World Cup, Nike has launched a campaign called Play Beautiful (Joga Bonito, in portuguese) which consists of eight serialized videos, the first showing a ficticious cause group, headed by real-life, legendary footballer Eric Cantona, taking over a television station to deliver the group's message of encouragement. Nike's challenge is to fight against violence, racism and bad football games.
Future videos will also feature Cantona along with other currentfootballers. The video was produced by Wieden & Kennedy and F/Nazca Saatchi& Saatchi, who handle work for Nike in Brazil, created the site with strategy support by Live Ad.
The films are going to be released in first hand on the web before they go to the mass media. The first film of the series was launched yesterday and it's going to be on TV by the 13th or 14th of February.
The project is called NK6.com.br, and is responsible to spread the play beautiful idea on the web and get soccer fans together to promote thebeautiful way of playing the game. You can check out the first video here: http://www.nk6.com.br/jogabonito