Nike – The Chain (the World’s Longest User Generated Video)

The Chain is the world’s longest user generated football video and is edited together from user submissions. The Chain is a feast of homebrewed football moves from all corners of the globe, with one user passing the ball to the next. The brand moves from being a speaker to being a facilitator of the message of the global movement for beautiful football. The consumers become the voice.

The Chain campaign was kicked off – literally – by Ronaldinho. The football star was filmed kicking a ball out of the camera frame, and then viewers were encouraged to filmed the following link in the chain. The rules were very simple: the ball must enter from the left and exit to the right. Beyond this the participants could show off thei footballing skills any way they liked. Over 40.000 films were uploaded to the website, with 2.000 of those selected for use in The Chain, a two-hour football video that has been viewed by more than 20 million people.

Advertising Agency: FramFab Denmark, Copenhagen
Creative Director: Lars Cortsen
Copywriter: Thomas Robson
Art Director: Rasmus Frandsen
Designer: Kristian Groove Møller
Interactive Designer: Kristian Groove Moller, Martin Mohr
Programmer: Martin Ludvigsen
Technical Director: Jesper Arvidson
Producer: Simon Ryhede/Michael Amsinck
Year: 2006
GOLD LION (2006, Cannes International Advertising Festival)
GOLD (2006, London International Awards)
GOLD (2006, Epica – Europes premier creative awards) ,
GRANDPRIX (2006, Eurobest Awards),
GOLD (2007, The One Show),
GOLD (2007, CLIO, “Fresh Approach”), SILVER (2007, CLIO, “Brand Building”),
NOMINATION (2007, D&AD Awards”)

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