Show Your Five was not business as usual. Here is a national 5-a-side football tournament that recruited via viral; taunted its audience right where they lived via mobile and on the radio; gave urban teams a living presence on their own football Google earth; maintained constant video surveillance of all its participants; broadcast its Final near-live on YouTube; and kept Nike at the top of the UK game in style.
The campaign moved effortlessly between all kinds of new and old media, successfully reaching a new audience with a gritty attitude and a totally innovative format that was completely integrated.
