2014 - AKQA Paris
How can Nike get French basketball fans to reconnect and rise their games?
Prior to the return of the World's most prestigious streetball tournament, the Quai 54 in Paris, there is an unprecedented opportunity to reconnect players to basketball from a grassroots level and help them be noticed like they never have been before.
To achieve that challenge we created "CRÈVE L'ÉCRAN", a program where we engaged basketball players from all over the city to show up on their favourite courts and play like hell. On each of those playgrounds we installed cameras and let them record for the whole day.
At the end of each day, we would nominate the best players of each court and let the community tell us who they were. The best players from each day formed a PAris Most Wanted basketball team that would later on go and represent the playgrounds of the city and try to get into the Quai 54.
Pushed through the most active basketball destination in France, our operation helped us gather dozens of players each day and reignited the city with its playground culture. More than 170 players indentified the challenge and came to show their skills at the Quai 54, not to mention the thousands of online impressions made during the week.