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March 05, 2009
Amazing tricks by French Nike athletes

(As a forewarning I have to make it clear this is a campaign I've been working on with my agency Mindshare Paris)

Nike is currently running a campaign for Nike Sportswear called V is for Victory, to promote their Track Jacket. Nike France produced two nice viral videos, which, as you will see, are typically French !

Here is the very last one released today, where you can see Hatem Ben Arfa, top class football player at Olympique de Marseille, playing petanque (I told you it was very French !) his own way as he scores an amazing point :

It echoes a first one released one week ago, where you could see Guillaume Hoarau and Claude Makelele, top class football players at Paris-Saint-Germain, playing ... table football. As they face difficulties against a very good player (aka the world champion...), Hoarau scores an amazing goal :

The two videos gently play on rivalry between Paris and Marseille, and focus on the talents of these athletes, and their thirst of victory, which go even beyond their professional environment, during hobbies, in which you are not accustomed to see them.

The word-of-mouth has been working perfectly, and allowed the Hoarau video to get natural PR, on big TV shows for example. Apart from their fun side, it obviously plays with the "fake-or-not" scheme. It has been a topic commonly discussed on video platforms, blogs, and probably coffee machines. Note that Hoarau assured on a Tv set he really scored that goal.

A blog has also been opened on Skyrock, where you can find all sorts of goodies, but mainly where you can have access to live video chat with Nike Athletes.
It is all part of a more global campaign with traditional media (Outdoor, Press).

DDB Paris made these cool viral videos.

Comments on this entry

Hola Martina,

Who did the seeding and performance tracking of this campaign?



Posted by: Igor at March 7, 2009 03:46 PM


Hello Igor,
We, at Mindshare Paris, are in charge of seeding and performance tracking of this campaign.

Posted by: Laurent at March 9, 2009 11:04 AM


How well is this campaign catching on in France?

This may have an American bias, but these videos have a minimalistic approach to branding.

In previous video campaigns Kobe Bryant would hold up a shoe, or the viewer would see the Nike logo branded somewhere in the video.

What is the target ROI with these videos?

Posted by: RSW at March 10, 2009 11:19 PM


i've been told the director is Thierry Rajic from stink paris..very cool of him

Posted by: grrr at March 15, 2009 06:46 PM


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