Portfolio Christian Beckett

PORTFOLIO03. BY: CHRISTIANHEINERBECKETT

01. NIKE CHINA: JUST DO IT

02. NIKE FOOTBALL: BOOTCAMP

03. AMNESTY INTERNATIONAL + SONY PLAYSTATION: SING WITH A STAR

04. SPCA: OPEN UP FOR A PET

05. KEEP BRITAIN TIDY: NEON LIGHTS

06. THINK!: LOOKING ISN’T ALWAYS SEEING

07. OTHELLO: BUS STOP

08. SLS: HELP A KID

09. AMF PENSION: A BOX OF PENSION

The spirit of the campaign is captured in a film where we are literally face to face with kids as they take sport further.

NIKE UNKNOWN

CLIENT: Nike China

OPPORTUNITY: Define Just Do It for the 90s generation. Following the noise and hype of the Olympics, we want to bring sport back to their level. CHALLENGE: This is a new generation of Chinese kids. They have come to sports differently. Facing fewer obstacles. Having more choices. They have found the sports that they love. Sport is their path, not a passing trend. They are confident, and keen to take their sports to a higher level. This is a generation in relentless pursuit of their dreams. But this is also an unchallenged generation. Often their ability is unmatched by the means or the opportunities to go further.

We want to entertain and encourage these kids to take sport further, step out of their comfort zone and go where they don’t know. SOLUTION: Throughout the campaign, we wanted to encourage kids to take their sport further, to Just Do It by stepping into the Unknown. This can be as simple as trying a new trick or taking on a bigger opponent to totally changing your game. You don’t know where you will end up...what matter is whether you have the courage to make the first move.

In OOH and print sport is shown in a slightly different perspective with focus on kids’ own creativity.

Fight the familiar Make way for curiosity

Try new tricks Fall proudly

Smash carefulness Surprise yourself

Magazine and newspaper fold out

Make crazy experiments Run into the incredible

In digital the conversation continues with kids in places they already frequently visit. Through nike.com.cn content is spread to the existing online communities.

A downloadable Navigator is the thread connecting all the channels, giving kids regular updates, new content and invitations to participate in online challenges.

On basketball courts and soccer fields in key cities, subtle court markings will point out spots where elite players have made their mark on sport.

Mulit-screen films - consecutive linked screens or banners interact with each other on a wall

NIKE UNKNOWNCall 98665 to find out what happened here

VO: In Game 5 of the Eastern Conference Finals in 2007, Lebron James took his game and his team to a new level from this very spot.COMMENTATOR: Lebron takes the pass! Jumpshot… it’s in! It’s in! The Cavs win in double OT! Lebron has done it again!VO: (over excited commentator) Can you make this shot?

People who dial the number will get a text several hours later: Hope you nailed that Lebron shot. Learn more about how you can take sport further at nike.com.cn.

In a series of events we invite kids to actually step up and experience taking sport further themselves.

Scrambled OOH and prints reveal event information and invites you to register for upcoming events.

LANE BALL

Navigator

Spin the ball challenge through Ballers Netwrok

In the Beijing Hutongs a Lane Ball tournament is set up challeng-ing ballers to take on a new type of basketball. The walls mean that there is no out of bounds. And the ballers will have to learn to be aggressive and fight for loose balls in tighter surroundings. Play is fast and continuous, with the only respite following a sunken basket.

LAST ONE RuN

NIKE QQ IM BOT

Nike bot: u there?Nike bot: Check this: www.tudou.com/nike_jdiNike bot: Think you’ll like it

Running is not big in China so we turn running into something competitive where we ask kids to explore their surroundings where any part can be a running track. The race is broken up into little mini-races and the last one to each checkpoint is out. The fun twist on the race is that the participants don’t know how long the race is or where they’re going. They have to discover the route as they go.

Do it Yourself

We created several Last One Runs around China where people can sign up online and join a race in their city. using mobiles and SMS they activate the ending/beginning and next destination throughout the race.

OuTPRO A PRO

We hold a daylong basketball skills tournament with event zones that ask you to take inspiration from the playing styles of NBA stars to see how far you can take the game.

CAN YOu OuT-THREE DIRK?Dirk Nowitzki sunk 18 three pointers in a minute. The kids are challenge to do the same by stepping into an intimidating circle of 18 baskets.

CAN YOu OuT-ASSIST NASH?In a customized court with four baskets on each side of the court two ballers need to work as a team to score as many baskets as possible in 3 minutes.

CAN YOu OuT-KOBE KOBE?A hoop suspended over crashmats lets the kids play with the creativity and flair of Kobe. Fellow participants can vote for the best moves via their mobile phones.

After the event the participants get their own jump-man logo.

NIKE QQ IM BOT

BARgE SOCCER

Navigator

A day-long tournament is set up on barges transporting beach-grade sand, turned into a floating Rio de Janeiro off the coast of Dalian. Chinese kids are given the chance to play Brazilian beach soccer for the first times in their lives. Invited Brazilian players will coach and inspire the kids who may not have yet had such close exposure to the creative, loose and fun soccer style played in Brazil.

10000 DOWN TO ONE

Through the Navigator and other digital triggers kids are challenged to submit header-keepy-uppy videos to be used in a Nike film.

The submissions are pieced together to create a video that starts in full-screen with 10000 kids in tiny frames, keeping the ball up. As they drop out their frames vanish, leaving fewer and fewer kids, until only one kid remains.

CLIENT: Nike Football

OPPORTUNITY: Kids are in unrelenting struggle to raise their game to match the constant evolving game of football. Every Football Obsessed Teen knows that there is always room

for improvement.

Demands for the right training tips and tools to become better have increased. Nike has

an opportunity to create a unique football training experience to help them improve their

game. If you play more, you will play better.

SOLUTION: We acknowledge this opportunity with an honest approach on football that shows to become a world-class player it requires determination and the persistence to work hard.

Along with the Euro 08 we wanted to build a sustainable training and motivational platform

that can inspire football obsessed teens to become better players (Bootcamp) and activate

them to play more (Playmaker).

BOOTCAMP

Bootcamp is the unique pro training experience. Using the Nike family of Athletes/Coaches to create tools that can help FOTs take their game to the next level.

A Bluetooth enabled billboard triggers incoming call to your phone

The Bootcamp call - Using GPS and Shotcode, FOTs receive mobile audio broadcasts from a Nike Star telling his personal story.

Ads in students job search

Bootcamp city attack - stickers for pillars, staircases, sidewalks to inspirte to raise your game.

Recruitment call from Ferguson, challenging you to join Bootcamp

“This is Sir Alex Ferguson, manager of Manchester United. So I guess you think you’ve got what it takes? That’s why you’re here right? Well, let’s see if you’re ready to move your game on to the next level then. Just say yes or no into the microphone.

Are you ready to enter a pitch full of your most feared adversaries? Answer: “Yes!”

Sorry I couldn’t hear you. Are you absolutely sure you’re hungry enough? Answer: “Yes!”

What’s that laddie? Speak up to show you’re really ready. Answer: “YES!”OK, I’ll take your word. Welcome to Nikefootball.com Use this pass code to unlock some of my exclusive content.”

When signing up to Bootcamp a 6-weeks program is tailored to your needs, position on the pitch and individual level.

Nutritoin widget

Through advanced technology players and ball movements and coordinates are tracked to digitize the game. A level of information about their performance is then accessible and the game can be watched again through advanced 3D engine, at any speed, paused and examined from every angle.

A team shows up at an MVP enabled pitch and is identified by the MVP system

The game is digitized

1. Organise a game 2. Find a pitch

3. Create a team profile 4. Send/get SMS alerts

Playmaker aplications

Playmaker takes the hassle out of organizing football. It helps you scheduling and keeping track of your games and your team.

CLIENT: Amnesty International and Sony Playstation

PROBLEM: Freedom of speech is still not allowed in many countries around the world. Amnesty has long fought for peoples right to express them selves.

CHALLENGE: Make people more aware. And make one global day into the Freedom of Speech Day.

SOLUTION: To talk about freedom of speech in a more light hearted way we make a collaboration with Sony Playstation and one of their most popular games; SingStar. And create an exclusive, worldwide 24

hour online music competition. Presented by Amnesty’s ongoing Make Some Noise-campaign people all

over the world can join and sing together in the world’s biggest SingStar competition.

SING WITH A STAR

The winner of each qualifying round gets to sing with a world famous artist. The duets are shown in public places around the world and streamed live on the net.

CLIENT: SPCA - Society for the Prevention of Cruelty to Animals

PROBLEM: Hong Kong has a big problem with stray dogs. SPCA takes care of them, but can only keep dogs for so long, before they have to put them to sleep to make room for more.

CHALLENGE: Encourage people to adopt dogs.

SOLUTION: If you’re a possible pet owner you might like the idea of having a dog when you come home. We made a DM sticker designed to look like an attachable pet door that we post

on doors all over Hong Kong.

OPEN UP FOR A PET

Looking isn’t always seeing

Paying attention can save your life

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The camera is fixed towards a blue sky. Music is playing and we don’t hear any ambient sound. A teenager girl comes flying in to the frame from below. The movement is shown in a slow pace.

As the girl fall out of the picture another teenager ap-pear from below.

When the boy fall out of the picture and a third teen-ager appear.

A fourth come flying in to the frame. When the sixth one, a boy, is in the picture the cam-era get fixed on him. The camera follows him falling and the film speeds up to the same pace as the body naturally, with force of gravity, falls to the ground. The music fades out and is changed to ambient sounds.

In a fast move we see how the boy smashes to the road face down. The last picture is of the boy staring without focus into the camera. Behind him the front of a car is blurry, we sense and hear movement in the surrounding.



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1. The camera is fixed towards a blue sky. Music is playing and we don’t hear any ambient sound. A teenager girl comes flying in to the frame from below.The movement is shown in a slow pace.

5. 6. When the sixth one, a boy, is in the picture the camera get fixed on him. The camera follows him falling and the film speeds up to the same pace as the body naturally, with force of gravity, falls to the ground. The music fades out and is changed to ambient sounds.

7. In a fast move we see how the boy smashes to the road face down.

8. The last frame is of the boy staring without focus into the camera. Behind him the front of a car is blurry, we sense and hear movement in the surrounding.

2. As the girl fall out of the picture another teenager appear from below.

3. When the boy fall out of the picture and a third teenager appear.

4. A fourth come flying in to the frame.

Print ad in men’s magazines

CLIENT: THINK!

PROBLEM: Traffic is the biggest single cause of accidental deathfor teenagers in the UK.

CHALLENGE: Create a hard hitting TV ad to make teenagers think twice about their roadside behaviour.

SOLUTION: Teenagers often have a lot on their mind. We want to show that looking isn’t always seeing in a way that can make the kids relate to their own behaviour.

LOOKING ISN’T ALWAYS SEEING

9. Last frame. THINK! logo

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Statistics won’t hurt you

Still 1 out of 10 teenagers were involved in a car accident last year

We are in a white studio. We see a line of teenagers facing the camera. The camera follows the line. It’s silent. So silent we can almost hear breathing, muffled hawks and dry swallowing mouths.

The teenagers seem anxious and uncertain of what’s going to happen.They leer at each other. Some fiddle with nervous hands.

Suddenly one of them is knocked over, he lands hard. The teenagers next to him watch him with scared eyes and at the same time relieved.

Text lines appear one after the other:“Statistics won’t hurt you.”“Still 1 out of 10 teenagers were involved in a car accident last year.”

The camera moves on and another teenager is knocked down.

Another teenager is knocked over.The camera moves on.

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1. We are in a white studio. We see a line of teenagers facing the camera. The camera follows the line. It’s silent. So silent we can almost hear breathing, muffled hawks and dry swallowing mouths.

5. 7. Text lines appear one after the other: “Statistics won’t hurt you. Still 1 out of 10 teenagers were involved in a car accident last year.”

2. The teenagers seem anxious and uncertain of what’s going to happen. They leer at each other. Some fiddle with nervous hands.

6. Another teenager is knocked over. 8. The camera moves on and another teenager is knocked down.

3. Suddenly one of them is knocked over, he lands hard. The teenagers next to him watch him with scared eyes and at the same time relieved.

4. The camera moves on.

CLIENT: Othello - Parker Games

PROBLEM: Board games are loosing ground as the digital world, with TV- and computer games grow bigger everyday, isolating people’s behavior, playing alone or over the Internet, but

almost never together.

OPPORTUNITY: Remind people of the joy, anger and fun about playing a classic board game together.

SOLUTION: We made a TV spot in which we show the target audience (more or less anyone) in a natural environment, but where they all suddenly start to act by the rules of

the classic board game of Othello.

BUS STOP

Another white dressed man comes along and stands at the other end of the line. The others stare at him with anger and irritation.

At a bus stop. A white dressed man stands beside four black dressed people in line.

They quickly undress and change their clothes inside out.

Storyboard, Othello

Everyone is dressed in white.

Othello game comes in shot.




Storyboard, Othello






Storyboard, Othello






Storyboard, Othello



1. At a bus stop. A white dressed man stands beside four black dressed people in line

4. Everyone is dressed in white

2. Another white dressed man comes along and stands at the other end of the line. The others stare at him with anger and irritation

5. Othello game comes in shot

3. They quickly undress and change their clothes inside out

Throwing litter from your car can cost up to £80

PROBLEM: One of Britain’s most disgusting driving habits is people throwing litter from their cars.

CHALLENGE: Littering is illegal and can be subjected with a fine of up to £ 80. Create poster advertising to change the attitude and behavior of people doing this. Most likely

are “white male, lower social class, interested in sports, readers of lads magazines and

tabloids”.

SOLUTION: Say what we need to say, but say it in a way they might like…

NEON LIGHTS

Less children learn to swim So let us teach your students how to

CLIENT: SLS, Swedish Life Saving Society

PROBLEM: Less and less children learn to swim.

CHALLENGE: Create a DM to principals and Heads of schools in compulsory schools and make them pick Swedish Life Saving Society when teaching their students how to swim.

SOLUTION: In a positive way we wanted to tell them about the problem and at the same time show them the solution, the effect of choosing SLS and that they can help their

students.

HELP A KID

CLIENT: AMF Pension

PROBLEM: To few young people take care of their pension. They don’t even really know what it is, its too far away and feels to abstract.

CHALLENGE: Make young students to think about their occupational pension.

SOLUTION: Instead of rational arguments (which almost every competitor use) we looked at pension itself. Times have changed and our society along with it but

pension has stayed the same. So we packaged pension, made it into a product,

something real, something you can hold on to, something to relate to. And we talked about

it in a more casual way. We launched it in four different colors designed to match you.

However - there is a gap between occupational pension and students. They don’t have job

and therefore they can’t get it. So we made a book where we have tips how to

obtain your first job and only mention occupational pension briefly. Become a help and re-

source for them instead of another someone that wants to sell you something.

Diminish the way from the student to pension. Always be around where they are and, in a

funny and light way, talk about how well they would match our pension. Be their help and

guide along the way so when the time comes – hopefully they’ll choose AMF Pension.

A BOX OF PENSION

ALL YOU NEEDWe have now packaged pension. Everything’s neatly packed in a box that you can have when you get a job. We launch it spring 2008. Go to aboxofpension.se and see which one fits you and how it can be yours.

CHOOSE WHICH ONE YOU WANT TO MATCH YOU ALL YOU NEED FINALLY IN PINK

THE BOOK ABOUT JOBWe want to help student’s obtain their first job. This book is full of information, fun tips and other ways how to get a job, negoatiate about your salary and only as another section in it we mention pension.

Check out how our new collection matches you.A box of pension.

Banners where people can make the website into their own favorite color directs them to our main site.

On our website we can start being more rational and talk about how much money they will get. Since AMF have the best return amongst all pension holders we can still be a bit playful here too. Entertain the customer while informing them.

[email protected]+46 707787436

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Portfolio Christian Beckett

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