Brand Experience
Nike ‘Extra Time’
Extra Time is Nike’s internal staff volunteering project, which was launched in July 2004 with a short film produced by CC-Lab
Develop a campaign platform and produce a short film to launch a corporate social responsibility initiative
CC-Lab wrote and produced a short film to launch the Extra Time initiative. Shot over two days, the film was based around the idea of people putting up notices requesting assistance. Post production in house at CC-Lab included composing and producing the music for the film. The project was directed by Nick Parish and produced by Frank Lampen
The Extra Time initiative was successfully launched in the UK, and is now being rolled out globally within Nike