THIS ISN'T JUST COPA AMERICA. THIS IS COPA BARRIO.
Nike's "Copa Barrio" campaign was a multimedia recruitment campaign designed to generate excitement among football-obsessed teens (FOTs) leading up to the Copa America.
Using web films, an ever-changing interactive map that reacted to user participation, and several online trash-talking forums, Copa Barrio ignited national passions and spiked visits to Nike Futbol's homepage in South America by 60%.
The full campaign is explained in the case study video below, and the actual work below it.
Barrio Brasil and Barrio Argentina custom manifesto videos below.
To launch the campaign beyond film we created a visual system where every country was reflected using their color country code. Local campaigns where activated, allowing fans to show their support for their team and on retail stay relevant and authentic to each country.
On retail fans were given the option to come up with their own headlines in support of their national team and print them on the soccer ball.
