Brand Experience
Nike Joga 3
A series of short films for Nike, distributed online and for broadcast in the UK and across Europe.
CC-Lab were briefed by Nike to film the launch event of Joga 3, a three on three football tournament which formed part of the brand’s pre-World Cup Joga Bonito campaign. We went on to film the Joga 3 tournament event in Trafalgar Square and cut down a 5 minute promo of the Grand Finals event at Highbury which was broadcast on Sky Sports.
The launch event featured footballers including Wayne Rooney, Rio Ferdinand, and Cristiano Ronaldo playing three on three football in a specially designed pitch.
CC-Lab adopted a filming style borrowed from our experience of shooting live music performance to create exciting short films capturing the spirit of the Joga 3 game.
These played online, as well as on a dedicated advertiser location accessed via the red button on Sky Digital. The films were also available as video podcasts through iTunes.
As the Joga 3 tournament developed, we returned to film the Trafalgar Square tournament for online use, and incorporation into a Sky Sports programme about the Joga 3 finals at Highbury.
The content produced was distributed as interactive content on a Sky DAL site. It was also seen throughout Europe, Middle East and Africa on Nikefootball.com. Although initially commissioned by Nike UK, usage of the films beyond the website was requested by many other markets.
Nike’s Joga Bonito campaign was a great success, giving them high visibility in the run up to 2006’s FIFA World Cup.