Ad of the Day: Nike, BBH Singapore and Google follow up Cannes-winning Manila ad with digital content-powered basketball court
Nike has created a basketball court in Manila, Philippines, that allows players to download training content and advice about basketball stars such as LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving.
The Hyper Court allows people to download the content data-free, such as drill videos from coaches and gamification elements and scoring, creating tools within the court to help them improve their game.
The visuals of the online elements and court were designed by Arturo Torres, who creates superhero themed illustrations of rappers and basketball stars in two New York Times bestselling books - The Rap Year Book and Basketball (and Other Things).
Aste Gutierrez, creative director at BBH Singapore, said: “We knew Arturo would be the perfect artist to create the impact we wanted to achieve when launching Nike Hyper Court. His fame and love around basketball and his incredible talent combined allowed us to deliver what is a game changing experience for Manila’s basketball loving youth.”
Nike says his involvement is intended to inspire young people from any background to get into sports and giving the content data-free is a core part of this.
Arturo Torres, said: “I came from a childhood surrounded by domestic violence, in a tough neighborhood. But to look at myself and know that I’m not a statistic when I could’ve been, should’ve been, that’s amazing. I’m proof, you can make it out, you can have a better life. To know that my art can contribute to something like that, that maybe a kid here in the Philippines can feel excited about playing on that court because of something I drew and that helps him become the next LeBron or Kobe, that’s incredible. I just want to be the best I can be and inspire kids to be better. That’s my goal: for kids to be better than me,”
The campaign, by BBH Singapore and Google, follows in the footsteps of its Epic Footprint campaign, also hosted in Manila, which stole Cannes this year as the most awarded single campaign.