NISSAN NIKE HBO
GT Academy Nike+ Voyeur
Agency: TBWA\London Agency: R/GA Agency: BBDO New York
Executive planning director: Executive creative director: Creative directors: Greg Hahn,
Tom Morton Kevin Roddy Michael Smith, David Carter
From April this year, UKTV entertainment channel Dave will be Nike and Apple iPod have set pulses racing through the world’s When HBO and its agency BBDO New York wanted to demonstrate
broadcasting a five part series, GT Academy, funded jointly by Nissan advertising community with their joined-up brand experience. It the strength of its storytelling credentials, it chose to entertain way
and PlayStation. It’s the culmination of a year-long, pan-European centres on the Nike+ iPod Sport Kit, which enables Nike+ running outside of the traditional platforms.
promotion, which has seen 25,000 PlayStation 3 gamers compete to shoes to talk wirelessly to an iPod, giving information on time, The centrepiece to the campaign was a week-long event in New York,
be part of the Nissan PlayStation race team at the Dubai 24-hour distance, pace and calories burned, which can then be uploaded to where high definition footage was projected onto the side of a
endurance race. nikeplus.com. building to give the impression that you could see into each of the
The GT Academy series follows the human story of the competitors, Launched in 2006, through R/GA in New York, the Nike+ website apartments in the block.
as 25,000 are whittled down to two – beginning with the selection of continues to grow and is already the world’s largest online running Different stories were shown developing across the block, bringing to
the fastest Gran Turismo lap times on the PlayStation Network and destination. mind Hitchcock’s Rear Window. The footage was made under the
including an international final at Silverstone. It took 20 months for website users to reach the 50 million mile mark, direction of Jake Scott at RSA Films.
Both Nissan and PlayStation are clients at agency TBWA\London, but just nine more months to reach 100 million miles. While Nike+ is The stories projected onto the building could be followed in closer
where the idea came together around the launch of PlayStation’s Gran in essence a piece of technology, it is also an advertising detail by visiting the Voyeur website, where additional content took
Turismo 5 Prologue and Nissan’s GTR supercar. masterstroke. viewers deeper into what was going on inside the different
Executive planning director Tom Morton explains that “Gran Turismo Kevin Roddy, the executive creative director at BBH New York, apartments in the block.
is a brand built on being the most realistic driving game and the expresses what so many in the industry feel: “The idea of what an ad HBO Voyeur was a big hit, attracting over one million unique users in
Nissan GTR supercars are very high performance cars. We spotted is has been expanded. It was brave and exciting for creative people.” the first week and pulling in a Cannes grand prix.
the opportunity to combine both, to bring both brands to life.” Naked Communications’ Paul Woolmington is another to show due According to T.A.G. creative director John Patroulis, “This was just one
TBWA’s brand entertainment agency STREAM\ co-produced the respect to the Nike+ project: “It was a genius idea, and I think it will part of a great idea – interconnected stories that allowed people to
series, together with production company Boomerang Plus. stand the test of time.” interact with them in a lot of different ways and mediums.”
According to Shaina Galvin, the head of content at STREAM\,“It works Next up is the Nike+ Human Race on 31 August, which is being billed Patroulis was particularly taken by the unusal approach of projecting
all round – for the brands, audiences, media brands and PR partners.” as the world’s largest running and music event. The race includes up such a large-scale film onto a New York building at night: “That’s
GT Academy is set to air in ten European countries and the clients are to one million runners from 25 cities across the globe, with everyone pretty magical,” he says. “I’m sure that’s why it became such an iconic
already looking for more of the same. running a 10k race on the same day. piece for the campaign.” trianglert
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