Nike
DARE TO ZLATAN
In the build up to the 2014 World Cup, Nike wanted to encourage kids to take more risks on the pitch.
So, we enlisted the most daring footballer on the planet to host a Twitter Q&A designed to incite adventurous play.
What started with zero followers, ended in an audacious internet golazo that only Zlatan would dare.
Zlatan wasn’t active on Twitter before this campaign, so we had to get eyes on his account.
This meant being reactive to the football world and taking some calculated risks.
This approach netted us a million followers, giving us a huge audience to interact with.
When the big Q&A day arrived, pre-approved copy was matched to kids questions, allowing speedy real-time response directly from Zlatan.
Memes, imagery, films and Zlatan’s actual face allowed fans to take our daring teachings with them.
We spent no money on media and trended globally all afternoon.
12,000,000 favourites, retweets, and #mentions
13,300,000 organic impressions on Twitter
10,000,000+ film views on Facebook and YouTube
As a football fan, bringing Zlatan to life was a dream job.
As a human being, making Piers Morgan happy was upsetting.
CREATIVE DIRECTION: ANDERS STAKE & SANAM PETRI
ART DIRECTION: BENNY EVERITT, GREG KOUTS & EDDIE FISHER
COPYWRITING: AL MERRY, ANTHONY ATKINSON & CHARLIE HURST
RESPONSIBILITIES // SOCIAL STRATEGY / INFLUENCER STRATEGY