Ahead Of Winter Olympics, Non-Sponsor Brand Jumps On Russian Theme
Dec 03, 2013
With the Winter Olympics in Sochi, Russia, just weeks away, non-sponsor Nike once again takes charge of proceedings with a spot that showcases Russian athletes hard at play in a frozen winter landscape. Created by Wieden & Kennedy Amsterdam with VFX by MPC, "Play Russian" features ice hockey player Alexander Ovechkin, long jumper Darya Klishina, footballer Alexander Kokorin, snowboarder Denis Leontyev, skateboarder Egor Kaldikov and figure skater Adelina Sotnikova. The TV spot, which will run just in Russia but will be promoted globally online, is accompanied by a digital hub where people can capture and share their winter sport moments using the #playrussian hashtag, and a series of events in Russia centered around running, football, snowboarding and ice hockey.