We discovered through extensive research, 11-16yr old kids living in Sydney played less ‘appointment’ sport than kids from other states. Instead they were spontaneous and improvisational, often creating their own ‘street’ rules.
The Nike (02) campaign celebrated this Sydney-centric way of playing sport. The TV ads were literally 30 second observational documentaries.
There were 18 TV ads in total – and not a single actor was used.
Nike (02) Competition Days were held across Sydney – with all games based on ‘street rules’.
Hundreds of teams participated. Winners got bragging rights plus free flights and tickets to major international sporting events.
Director – Joel Pront
DOP – Dion Bebe