Gold in Promo category at Cannes Lions 2007

Objective: The brief was aimed at inspiring football-crazy kids to pursue their dreams of playing professionally.

Development: A limited number of Nike shoeboxes were transformed to house a stadium within by inserting a printed sheet of the stadium interior with embedded sound chips. So you could hear the crowd go wild when the box was opened.

Relevance: Nike took the opportunity to ride on their latest soccer boots, which were developed together with professional players for enhanced performance.

Outcome/Results: Great interest was generated for the soccer boots which led to word of mouth amongst the football-crazy kids. Nike’s position as the number one supporter was reinforced with their unrelenting belief in talent.

Agency: Publicis, Singapore, China
Regional Creative Director: Calvin Soh
Creatives: Loh Weicheng, Yvonne Chia
DI Artist: Jimmy Leow
Project Manager: Gwynn Wong
Associate Account Director: Jason Tan