2018 Winner

Nike

Play Less Nice

Jungle Media & Anomaly

SilverNiche Marketing - Best in Sponsorships

The World Junior Championship is a marquee sporting event in Canada, attracting big advertisers with big ad budgets. Nike needed a campaign that would set the brand apart in this sea of sponsors. It began with the insight that Canadians are the nicest people in the world… except when it comes to hockey. Nike tapped into Canadians’ “Less Nice” spirit by creating 64 spots that would ensure Nike’s messaging remained fresh during the championship. The brand used new technology that allowed online viewers to choose whether they wanted to continue watching a “nice” spot or one that was a little “less nice.” Interactive video is normally limited to websites – so discovering it within a person’s social feed was an exciting novelty. Nike shattered typical engagement metrics and stole the attention of more than four million hockey fans.

Credits
Marketing Director, Nike: Karen Zuccala
Brand Manager, Nike: Tessa Waldston

VP Digital, Jungle Media: Brock Leeson
Group Manager, Jungle Media: Derek Laurendeau
Media Planner, Jungle Media: Roberto Pardo

Executive Creative Director, Anomaly: Pete Breton
Art Director, Anomaly: Crystal Brewis
Copywriter, Anomaly: Cam Garbutt
Producer, Anomaly: Andrea Wong
Director of Social, Anomaly: Jen Stack
Account Director, Anomaly: Matt Holton
Social Strategist, Anomaly: Jay Satur
Account Supervisor, Anomaly: Kayla Christenson
Social Manager, Anomaly: Haley Hunter

Creative Directors, Wieden & Kennedy: Chris Groom, Antony Goldstein
Copywriter, Wieden & Kennedy: Dylan Lee
Art Director, Wieden & Kennedy: Naoki Ga
Production, Wieden & Kennedy: Amy Berriochoa, Katie McCain

Digital Agency: Particle3 Inc.
Executive Producer.: Lihu Roter
Creative Director: Nim Shapira
Sound Design: Omri Anghel
UI Design: Gal Litvak
Interactive Producer: Gal Shaya
Animation: REALMOTION INC