2014 Winners & Shortlists

Execution

How do you ignite a passion for street football in a city where the streets are disappearing, being redeveloped as fancy skyscrapers? When Nike launched their FC247 street football boots, our answer was to reclaim a piece of the city for the game. We took over the empty Media One office tower and held the tournament on the top 3 floors. LVL UP provided a practical demonstration of the product. There are 3 boots in the FC247 range, designed for 3 surfaces: court, turf and street. For LVL UP, each floor held a pitch with a different surface. This unique location provided a focus for social media story-telling and earned media coverage.