Nike FuelBand asked us to curate an unforgettable adventure in Rio for FuelBand ’millionaire’ users to earn as much ‘NikeFuel’ as they could within 48 hours. Our Brazil office worked with the UK team to put together an adrenalin packed itinerary that would produce a once in a lifetime experience and some amazing content for the Epic Summer campaign.
As soon as they stepped off the plane, they were taken to Ipanema beach to run the golden sands at sunrise. It was the start of an intense 48 hours that took in beach football, paddle-boarding, bike rides, jungle trekking, chopper trips and a whistle stop tour of the favelas. The guys even got thrown off the top of a mountain strapped to para-gliders.
The finale was the phenomenal ‘Nike Casa Phenomenal’ where they were surprised by global Basketball superstar Kobe Bryant. The raw emotion and excitement of their experiences was captured through POV cameras to allow viewers to feel part of the action and create an incredible piece of branded content.
Nike FuelBand Team said:
“I thoroughly enjoyed working with the guys at Ear to the Ground, the way they curated and executed this project was no mean feat and the output was a testament to how hard they worked to get the brief nailed. I can thankfully say not only did they meet the challenge, they smashed it. Our consumers were thoroughly in awe of all the activities they participated in and this can definitely be seen and felt in the content, which was pushed from the Facebook.com/NikeFuelUK channel.”
Click here to see the Nike FuelBand content.