The football tournament searched the UK to find the best 5-a-side football team in the country through a series of knockout matches leading to the final which was held at Alexandra Palace in May. The experiential campaign was part of the biggest push the sports brand has launched in the UK in the last 10 years accompanied by television advertising featuring Wayne Rooney, Joe Cole, Rio Ferdinand and Fernando Torres.
A pitch area was created within the venue which was surrounded on three sides by temporary seating. Sunbaba provided a 21m X 6m Digimesh scrim, to cover a raw scaffold structure where the DJ and Video projection screen were housed. The DigiSound scrim depicted an urban environment similar to the scene surrounding the 5 a-side pitch featured in the television advertisements.
Sarah Jeffery, head of experiential marketing for Nike UK and Ireland said: "As the focus and back drop to our live event we wanted to recreate an image that depicted not only the environment from the TV ad but also where the 5-a-side game is played in the ballers backyard. Working with Sunbaba we were able to take our image and have the guys recreate the size and scale to give us the focal point for the event. With use of light giving either the full image as a solid picture or from behind showing our DJ and live vision mixing to the screen placed behind the scrim.
Jonathan Booth, Sunbaba's account director added: "DigiSound is known for being a versatile outdoor branding solution as it is both sound permeable and less wind resistant, but it is also an innovative fabric for projecting through. Due to the wider weave of the material the projection could pass through the fabric so a cut out was not required. The result was a border-less projection screen, which could be turned off to reveal the rest of the printed image. This approach with DigiSound is a cost effective method of themeing an event and integrating video projection."
(Jim Evans)
