Nike UCL Campaign May 28, 2011 | Dynamic

Nike launched a DOOH campaign tied to the UEFA Champions League final between Man United and Barcelona. The campaign ran across several different outdoor networks and formats including in-store screens at Nike Town. Working with Wieden+Kennedy, Grand Visual produced the campaign which featured a player from each team battling it out to dominate the spot.

Players and copy changed daily kicking off with Rio vs Puyol and the strapline “Lead the charge,” followed by Evra vs Abidal and “Defend by attack,” Hernandez vs Pedro “Strike with fear,” Park vs Busquets “Chase victory not fame.” On match day the creative featured Rooney vs Iniesta “Conduct then conquer” followed by “Glory is ours” and Nike branding.

Each team’s colours and typography was also part of the battle to take over the other team. On the DEP execution the teams were split across the escalators with Man United players on one side and Barcelona on the other, before the struggle ensued with players encroaching on the other side’s screens. The copy changed immediately after the match on Saturday to feature the winning team alone and the “Glory is Ours” slogan.

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