Nike has launched a new 360 degree ad campaign which puts football fans inside the locker room of the Turkish national team for an inspirational half-time speech by their captain and Barcelona star, Arda Turan.
The campaign was created by Wieden+Kennedy Amsterdam and initially launched last week with a poignant 60-second ad featuring captain, Turan, giving a half-time talk in an attempt to inspire the team to overturn a first half loss.
Nike have now launched an extended 360 degree version of the ad which allows users to look around at each of the players in the changing room as Turan gives his moving speech.
In order to create an authentic experience rather than just shoehorning in the 360 degree tech, Nike and Wieden+Kennedy Amsterdam, worked with the Barcelona midfielder to co-write the speech which celebrates the team’s spirit and encourages them to play for the shirt which means so much to children in Turkey.
Discussing the new ad campaign Wieden+Kennedy Amsterdam’s creative directors, David Smith and Craig Williams, said: “Often 360° technology is used as a gimmick, but in this case, we really felt that it added to the experience.
“The circular nature of a team huddle with all the players gathered around the captain lends itself to using 360° cameras. As did the binaural sound, which amplified the viewer’s sense of being right in the middle of an amazing team moment.”
In addition to the two versions of the films the campaign will also run across digital, social and print. Further immersive VR experiences will also be activated later this month with in-store Turkish events which will allow fans to experience the ad through VR headsets.
Recently Nike has been implamenting VR throughout a number of its ad campaigns, including with the US Soccer Federation, as the tech becomings increasingly popular in sports marketing.