Nike Joga Bonito


Award Entry for Media Advertising Awards 2007

Category: I. Campaign Digital Campaign

Nike Joga Bonito

Launch Presentation (Please start here)

Launch Site

‘Joga Bonito’ being the regional campaign from Nike utilizing Eric Cantona as a spokesperson to deliver the message of ‘Play Beautiful’, we strongly believed it was a strong concept to capitalize on in Hong Kong and differentiate ourselves from competition during the period when everyone was talking about Football. To deliver an integrated marketing campaign was crucial to our success all through World Football 2006.

Regional Site

The objective and role of digital was to echo on the core communication message ‘Joga Bonito’ but more importantly, injecting local meanings to it and triggering responses – lead users to take a stand and ultimately play beautifully on football court!

Joga Bonito in ‘surround sound’
- JBNR (Joga Bonito) X CR (Commercial Radio)
- JBNR (Joga Bonito) X MOOV
- Joga3 Event

Joga Bonito message was led from CR to our JBNR through the usage of a local influencer – Jan Lamb.

JBNR

Desktop Communicator

Blog Sticker

Joga Bonito message was sung out by a group of pop singers in HK through the partnership with MOOV (a newly launched music channel on NOW.com.hk). A concept album was prepared and users can listen to this album on JBNR.

Concept Album

Nike Joga3 Event was recruited through online and with the usage of QR code, non-participants of the games were also invited to go to Joga3 Finale event upon completion of Beautiful Movement online. Upon arrival in the event, users were being exposed to Joga Bonito in action – the final game of Nike Joga3, Concert with singers who expressed Joga Bonito through music and an Interactive Installation to let users play beautiful.

Joga3 futsal

Joga3 Recruitment Online Ad

QR code as finale entry m-ticket

Finale Nike Football Park