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1. PORTFOLIO
03. BY: CHRISTIANHEINERBECKETT
01. NIKE CHINA: JUST DO IT
02. NIKE FOOTBALL: BOOTCAMP
03. AMNESTY INTERNATIONAL + SONY PLAYSTATION: SING WITH A STAR
04. SPCA: OPEN UP FOR A PET
05. KEEP BRITAIN TIDY: NEON LIGHTS
06. THINK!: LOOKING ISN’T ALWAYS SEEING
07. OTHELLO: BUS STOP
08. SLS: HELP A KID
09. AMF PENSION: A BOX OF PENSION

2. NIKE UNKNOWN
CLIENT: Nike China
OPPORTUNITY: Define Just Do It for the 90s generation. Following the noise and hype of the
Olympics, we want to bring sport back to their level.
CHALLENGE: This is a new generation of Chinese kids. They have come to sports differently.
Facing fewer obstacles. Having more choices. They have found the sports that they love.
Sport is their path, not a passing trend. They are confident, and keen to take their sports
to a higher level. This is a generation in relentless pursuit of their dreams. But this
is also an unchallenged generation. Often their ability is unmatched by the means or the
opportunities to go further.
We want to entertain and encourage these kids to take sport further, step out of their
comfort zone and go where they don’t know.
SOLUTION: Throughout the campaign, we wanted to encourage kids to take their sport further,
to Just Do It by stepping into the Unknown. This can be as simple as trying a new trick or
taking on a bigger opponent to totally changing your game. You don’t know where you will
end up...what matter is whether you have the courage to make the first move.
The spirit of the campaign is captured in a film where
we are literally face to face with kids as they take
sport further.

3. In OOH and print sport is shown in a slightly different
perspective with focus on kids’ own creativity.
Try new tricks Fall proudly
Fight the familiar Make way for curiosity
Smash carefulness Surprise yourself

4. Magazine and newspaper fold out
Make crazy experiments Run into the incredible

5. In digital the conversation continues with kids in places they already
frequently visit. Through nike.com.cn content is spread to the existing
online communities.
A downloadable Navigator is the thread connecting all
the channels, giving kids regular updates, new content
and invitations to participate in online challenges.

6. Mulit-screen films - consecutive linked screens or banners interact
with each other on a wall
On basketball courts and soccer fields in key cities,
subtle court markings will point out spots where elite
players have made their mark on sport.
NIKE UNKNOWN
Call 98665 to find out what happened here
VO: In Game 5 of the Eastern Conference Finals in 2007,
Lebron James took his game and his team to a new level from
this very spot.
COMMENTATOR: Lebron takes the pass! Jumpshot… it’s in!
It’s in! The Cavs win in double OT! Lebron has done it again!
VO: (over excited commentator) Can you make this shot?
People who dial the number will get a text several hours later:
Hope you nailed that Lebron shot. Learn more about how you
can take sport further at nike.com.cn.

7. In a series of events we invite kids to actually step up
and experience taking sport further themselves.
Scrambled OOH and prints reveal event information
and invites you to register for upcoming events.

8. LANE BALL
In the Beijing Hutongs a Lane Ball tournament is set up challeng-
ing ballers to take on a new type of basketball. The walls mean that
there is no out of bounds. And the ballers will have to learn to be
aggressive and fight for loose balls in tighter surroundings. Play is
fast and continuous, with the only respite following a sunken basket.
Navigator
Spin the ball challenge through Ballers Netwrok

9. LAST ONE RuN
Running is not big in China so we turn running into something
competitive where we ask kids to explore their surroundings where
any part can be a running track. The race is broken up into little
mini-races and the last one to each checkpoint is out. The fun twist
on the race is that the participants don’t know how long the race is
or where they’re going. They have to discover the route as they go.
NIKE QQ IM BOT
Nike bot: u there?
Nike bot: Check this: www.tudou.com/nike_jdi
Nike bot: Think you’ll like it
Do it Yourself
We created several Last One Runs around China where people
can sign up online and join a race in their city. using mobiles
and SMS they activate the ending/beginning and next destination
throughout the race.

10. OuTPRO A PRO
We hold a daylong basketball skills tournament with event NIKE QQ IM BOT
zones that ask you to take inspiration from the playing
styles of NBA stars to see how far you can take the game.
CAN YOu OuT-THREE DIRK?
Dirk Nowitzki sunk 18 three pointers in a minute.
The kids are challenge to do the same by stepping
into an intimidating circle of 18 baskets.
CAN YOu OuT-ASSIST NASH?
In a customized court with four baskets on each
side of the court two ballers need to work as a
team to score as many baskets as possible in 3
minutes.
CAN YOu OuT-KOBE KOBE?
A hoop suspended over crashmats lets the
kids play with the creativity and flair of Kobe.
Fellow participants can vote for the best
moves via their mobile phones.
After the event the participants get their
own jump-man logo.

11. BARgE SOCCER
A day-long tournament is set up on barges transporting
beach-grade sand, turned into a floating Rio de Janeiro off
Navigator
the coast of Dalian. Chinese kids are given the chance to
play Brazilian beach soccer for the first times in their lives.
Invited Brazilian players will coach and inspire the kids who
may not have yet had such close exposure to the creative,
loose and fun soccer style played in Brazil.
10000 DOWN TO ONE
Through the Navigator and other digital
triggers kids are challenged to submit
header-keepy-uppy videos to be used in a
Nike film.
The submissions are pieced together to
create a video that starts in full-screen
with 10000 kids in tiny frames, keeping
the ball up. As they drop out their frames
vanish, leaving fewer and fewer kids, until
only one kid remains.

12. BOOTCAMP
CLIENT: Nike Football
OPPORTUNITY: Kids are in unrelenting struggle to raise their game to match the constant
evolving game of football. Every Football Obsessed Teen knows that there is always room
for improvement.
Demands for the right training tips and tools to become better have increased. Nike has
an opportunity to create a unique football training experience to help them improve their
game. If you play more, you will play better.
SOLUTION: We acknowledge this opportunity with an honest approach on football that shows
to become a world-class player it requires determination and the persistence to work hard.
Along with the Euro 08 we wanted to build a sustainable training and motivational platform
that can inspire football obsessed teens to become better players (Bootcamp) and activate
them to play more (Playmaker).

13. Bootcamp is the unique pro training experience. Using the Nike family
of Athletes/Coaches to create tools that can help FOTs take their game
to the next level.

14. Bootcamp city attack - stickers for pillars, staircases, sidewalks to inspirte to raise your game.
The Bootcamp call - Using GPS and Shotcode, FOTs
receive mobile audio broadcasts from a Nike Star
telling his personal story.
Ads in students job search
“This is Sir Alex Ferguson, manager of Manchester United. So I guess you
think you’ve got what it takes? That’s why you’re here right? Well, let’s
see if you’re ready to move your game on to the next level then. Just say
yes or no into the microphone.
Are you ready to enter a pitch full of your most feared adversaries?
Answer: “Yes!”
Sorry I couldn’t hear you. Are you absolutely sure you’re hungry enough?
Answer: “Yes!”
What’s that laddie? Speak up to show you’re really ready.
Answer: “YES!”
OK, I’ll take your word. Welcome to Nikefootball.com Use this pass
code to unlock some of my exclusive content.”
A Bluetooth enabled billboard triggers incoming call Recruitment call from Ferguson, challenging you
to your phone to join Bootcamp

15. When signing up to Bootcamp a 6-weeks program
is tailored to your needs, position on the pitch and
individual level.
Nutritoin widget

16. A team shows up at an MVP enabled pitch
and is identified by the MVP system
The game is digitized Through advanced technology players and ball movements and coordinates are tracked to
digitize the game. A level of information about their performance is then accessible and the
game can be watched again through advanced 3D engine, at any speed, paused and
examined from every angle.

17. Playmaker takes the hassle out of organizing football. It helps you
scheduling and keeping track of your games and your team.
1. Organise a game 2. Find a pitch
Playmaker aplications
3. Create a team profile 4. Send/get SMS alerts

18. SING WITH A STAR
CLIENT: Amnesty International and Sony Playstation
PROBLEM: Freedom of speech is still not allowed in many countries around the world. Amnesty has long
fought for peoples right to express them selves.
CHALLENGE: Make people more aware. And make one global day into the Freedom of Speech Day.
SOLUTION: To talk about freedom of speech in a more light hearted way we make a collaboration with
Sony Playstation and one of their most popular games; SingStar. And create an exclusive, worldwide 24
hour online music competition. Presented by Amnesty’s ongoing Make Some Noise-campaign people all
over the world can join and sing together in the world’s biggest SingStar competition.

20. The winner of each qualifying round gets to sing with a
world famous artist. The duets are shown in public places
around the world and streamed live on the net.

22. OPEN UP FOR A PET
CLIENT: SPCA - Society for the Prevention of Cruelty to Animals
PROBLEM: Hong Kong has a big problem with stray dogs. SPCA takes care of them, but can only
keep dogs for so long, before they have to put them to sleep to make room for more.
CHALLENGE: Encourage people to adopt dogs.
SOLUTION: If you’re a possible pet owner you might like the idea of having a dog when you
come home. We made a DM sticker designed to look like an attachable pet door that we post
on doors all over Hong Kong.

24. LOOKING ISN’T ALWAYS SEEING
CLIENT: THINK!
As the girl fall out of the picture another teenager ap-
The camera isis fixed towards a blue sky. Music is
The camera fixed towards a blue sky. Music is When the boy
As the girl fall out of the picture another teenager ap- When the bo
pear from below.
playing and we don’t hear any ambient sound. AA ager appear.
pear from below.
PROBLEM: Traffic is the biggest single cause of accidental death playing and we don’t hear any ambient sound. ager appear.
teenager girl comes flying inin to the frame from below.
teenager girl comes flying to the frame from below.
for teenagers in the UK.
The movement isis shown in a slow pace.
The movement shown in a slow pace.
CHALLENGE: Create a hard hitting TV ad to make teenagers think twice about their roadside As the girl fal
The camera is fixed towards a blue sky. Music is
pear from be
playing and we don’t hear any ambient sound. A
behaviour.
teenager girl comes flying in to the frame from below.
The movement is shown in a slow pace.
SOLUTION: Teenagers often have a lot on their mind. We want to show that looking isn’t
44 55 66
22 3
always seeing in a way that can make the kids 3
relate to their own behaviour.
11 1 22 2 33 3 4 5
When the sixth
A A fourth come flying in to the frame.
fourth come flying in to the frame. When the six
As the girl fall out of the picture another teenager ap-
ic isis As the girl fall out of the picture another teenager ap- When the boy fall out of the picture and a third teen-
sic When the boy fall out of the picture and a third teen- era get fixed o
era get fixed
pear from below.
d. AA pear from below. ager appear.
nd. ager appear. and the film sp
and the film s
m below.
m below. naturally, with
naturally, with
music fades o
music fades
1. The camera is fixed towards a blue sky. 2. As the girl fall out of the picture 3. When the boy fall out of the picture and 4. A fourth come flying in to the frame.
Musiccamera is and we towards a anyblue sky. Music is
The The camerafixed don’t hearblue sky. Music is
The is playingis is fixed towardsblue sky. Music is As the the girl outappear the picture another teenager ap-
another girl fall out of of from below.
the teenager of the picture another teenager ap- When thethe boy appear. thethe picture andthird teen-
a When boy fall fall out the picture and third teen-
third teenager out of
AsAs girl fall fall outthe picture another teenager ap-
camera fixed towards a a A fourth come flying in to the frame.
When the boy fall out ofof picture and a a a third teen-
ambient sound. A don’t hear any any ambient sound. A
playing and and teenager girlany ambient sound. A
playing we don’t hear comes flying pear from below.
pear from below.
playing andwe we don’t hear ambient sound. A pear from below. ager appear.
ager appear.
ager appear.
inteenagergirl comes flying in movement is from below.
teenager girlfrom below.Thein to the frame from below.
to the frame girl comes flying in to frame
teenager comes flying to the the frame from below.
shownmovement is shown in a slow pace.
The The a slow pace. is shown in a slow pace.
in movement
Themovement is shown in a slow pace.
77 88
55 66 99
44 4 55 5 66 6 7 8
Looking isn’t always seeing
Looking isn’t always seeing
Paying attention can save your life
Paying attention can save your life
Lookin
Paying
5. 6. When the sixth one, a boy, is in the 7. In a fast move we see how the boy 8. The last frame is of the boy staring
picture the camera get aboy, is in the picture the cam-
When sixth one, boy, is in the picture the cam-
When the sixth one, afixed on him. The smashes to move we seedown. the boy smashes to the
InIn a fast the road see how the boy smashes to the
a fast move we face how without focus into the camera. Behind him
era get followsonhim. Theand the film
camera fixed on him. Thecamera follows him falling
era get fixed him falling camera follows him falling the front of a car is blurry, we sense and
road face down. The last picture isis of the boy staring
road face down. The last picture of the boy staring
speeds up to the same up toas the bodypace as the body
and the film speeds pace the same hear movement in the surrounding.
and the film speeds up to the same pace as the body without focus into the camera. Behind him the front
without focus into the camera. Behind him the front
naturally, with force of ofgravity, falls to the ground. The
naturally, with force gravity, falls
naturally, with force of gravity, falls to the ground. The ofof a car is blurry, we sense and hear movement in the
a car is blurry, we sense and hear movement in the
music ground. outand is changed andambient sounds.
to the fades out and is fades out to ambient sounds.
music fades The music changed to is surrounding.
surrounding.
changed to ambient sounds. When thethe sixth one, a boy,in thethe picture the cam-
When the sixth one, a boy, isis in picture the cam-
When sixth one, a boy, is in the picture the cam-
fourth come flying in to thethe frame.
A fourth come flying in to frame.
AAfourth come flying in to the frame. In a fast move we see how the boy smashes to the
eraera get fixed on him. The camera follows him falling
era get fixed on him. The camera follows him falling
get fixed on him. The camera follows him falling
road face down. The last picture is of the boy staring
and thethe film speeds up thethe same pace as the body
and the film speeds up toto same pace as the body
and film speeds up to the same pace as the body
without focus into the camera. Behind him the front
naturally, with force of gravity, falls to thethe ground. The
naturally, with force ofof gravity, falls to ground. The
naturally, with force gravity, falls to the ground. The
of a car is blurry, we sense and hear movement in the

25. 11 1 222 333 4 5
We are in a white studio. We see a line of teenagers The teenagers seem anxious and uncertain of what’s Suddenly one of them is knocked over, he lands
facing the camera. The camera follows the line. going to happen. hard. The teenagers next to him watch him with
It’s silent. So silent we can almost hear breathing, They leer at each other. Some fiddle with nervous scared eyes and at the same time relieved.
muffled hawks and dry hands.
swallowing mouths.
Another
The camera moves on. Another t
The camera moves on.
f teenagers
teenagers The teenagers seem anxious and uncertain of what’s Suddenly one of them isis knocked over, he lands
Suddenly one of them knocked over, he lands
The teenagers seem anxious and uncertain of what’s
the line.
e line. going to happen. hard. The teenagers next to him watch him with
going to happen. hard. The teenagers next to him watch him with
breathing,
reathing, They leer at each other. Some fiddle with nervous scared eyes and at the same time relieved.
They leer at each other. Some fiddle with nervous scared eyes and at the same time relieved.
hands.
hands.
4 5 6
1. We are in a white studio. We see a line 2. The teenagers seem anxious and uncertain 3. Suddenly one of them is knocked over, he 4. The camera moves on.
ofWeare in infacing the camera. The cameraof of teenagers
teenagers a white studio. We see a line teenagers of what’s going toseem anxiousleer atuncertain of what’s
The teenagers happen. They and uncertain what’s Suddenly one ofteenagersknocked over, he he lands
lands hard. The of them next to him watch lands
We are inaawhite studio. We see aaline ofteenagers
We are white studio. We see line The teenagers seem anxious and uncertain of of what’s Suddenly one of them isis knocked over, lands
Suddenly one them is knocked over, he
The teenagers seem anxious and The camera moves on.
follows the line. It’s silent. So camera follows the line.
facing the camera. The silent each other.happen.
going to toSome fiddle with nervous hands. hard. with teenagers next atto him watch him with
hard. The teenagersand tothehim watch him with
him The scared eyes next to same time with
facing the camera. The camera follows the line.
facing the camera. The camera follows the line. going happen. hard. The teenagers next him watch him
going to happen.
we It’s silent. So silent we can almost hear breathing,
It’scan almost hear breathing,almost hear breathing,
It’ssilent. So silent we can muffled relieved.
They leer at at each other. Some fiddle with nervous
They leer each other. Some fiddle with nervous scared eyes and at at the same time relieved.
scared eyes and the same time relieved.
hawks and dry swallowing can almost hear breathing,
silent. So silent we mouths. They leer at each other. Some fiddle with nervous scared eyes and at the same time relieved.
muffled hawks and dry
muffled hawks and dry hands.
muffled hawks and dry hands.
hands.
5swallowing mouths.
5 swallowing mouths.
swallowing mouths. 77 88 99
66
44 4 555 666
7 8
Statistics won’t hurt you
Statistics won’t hurt you
Still 11out of 10 teenagers were
Still out of 10 teenagers were
involved in aacar accident last year
involved in car accident last year
Another teenager is knocked over.
The camera moves on.
Statistics won’t hurt you
Still 1 out of 10 teenagers were
5. 6. Another teenager is knocked over. 7. Text lines appear one after the other: 8. The involved in on caranother teenager year
camera moves a and accident last
Text lines appear one after the other:
“Statistics won’t hurt you. Still 1 the other:
Text lines appear one after out of isThe camera moves on and another teenager is
knocked down.
Another teenager isis knocked over.
Another teenager knocked over. The camera moves on and another teenager is
10“Statistics were involved in a car
teenagers won’t hurt you.”
“Statistics won’t hurt you.” knocked down.
knocked down.
accident 1outyear.”10teenagers were involved in aa car
“Still 1last of 10 teenagers were involved in car
“Still out of
accident last year.”
accident last year.”
7 8 9
Another teenager isisis knocked over.
Another teenager knocked over.
Another teenager knocked over.
The camera moves on.
The camera moves on.
The camera moves on. Text lines appear one after the other: The cam
“Statistics won’t hurt you.” knocked
“Still 1 out of 10 teenagers were involved in a car
accident last year.”
88 99
Statistics won’t hurt you
Still 1 out of 10 teenagers were
77 7 888 999
involved in a car accident last year
ou
u
were
were
9. Last frame. THINK! logo
ast year
st year
Text lines appear one after the other: The camera moves on and another teenager is
Statistics won’t hurt you
Statistics won’t hurt you
Statistics won’t hurt you “Statistics won’t hurt you.” knocked down.
“Still 1 out of 10 teenagers were involved in a car
accident last year.”
Still 1 out ofof 10 teenagers were
Still 11 out 10 teenagers were
Still out of 10 teenagers were
involved inin a car accident last year
involved ina car accident last year
involved a car accident last year
The camera moves on and another teenager isis
The camera moves on and another teenager
knocked down.
knocked down.
d inin a car
ed a car

26. BUS STOP
CLIENT: Othello - Parker Games
PROBLEM: Board games are loosing ground as the digital world, with TV- and computer games
grow bigger everyday, isolating people’s behavior, playing alone or over the Internet, but
almost never together.
OPPORTUNITY: Remind people of the joy, anger and fun about playing a classic board game
together.
SOLUTION: We made a TV spot in which we show the target audience (more or less
anyone) in a natural environment, but where they all suddenly start to act by the rules of
the classic board game of Othello.

27. Anoth
the o
At a bus stop. A white dressed man stands
with
Storyboard, Othello
Another white dressed man comes along and beside four black dressed people in line.
stands at
the other end of the line. The others stare at him
with anger and irritation.
Another white dressed man comes along and stands a
the other end of the line. The others stare at him
At a bus stop. A white dressed man stands They
with anger and irritation.
beside four black dressed people in line. insid
1. At a bus stop. A white dressed man stands 2. Another white dressed man comes along and stands 3. They quickly undress and change their clothes
atThey quickly undress and change their clothes out
beside four black dressed people in line the other end of the line. The others stare at inside
him with anger out.
inside and irritation
Another white dressed man comes along and stands at
the other end of the line. The others stare They quickly undress and change their clothes
at him
Every
with anger and irritation. inside out.
Everyone is dressed in white.
4. Everyone is dressed in white 5. Othello game comes in shot
They quickly undress and change their clothes
Everyone is dressed in white. Othel
inside out.

28. NEON LIGHTS
PROBLEM: One of Britain’s most disgusting driving habits is people throwing litter from
their cars.
CHALLENGE: Littering is illegal and can be subjected with a fine of up to £ 80. Create
poster advertising to change the attitude and behavior of people doing this. Most likely
are “white male, lower social class, interested in sports, readers of lads magazines and
tabloids”.
SOLUTION: Say what we need to say, but say it in a way they might like…
Throwing litter from your car can cost up to £80

30. HELP A KID
CLIENT: SLS, Swedish Life Saving Society
PROBLEM: Less and less children learn to swim.
CHALLENGE: Create a DM to principals and Heads of schools in compulsory schools and make
them pick Swedish Life Saving Society when teaching their students how to swim.
SOLUTION: In a positive way we wanted to tell them about the problem and at the same
time show them the solution, the effect of choosing SLS and that they can help their
students.
Less children learn to swim So let us teach your students how to

32. A BOX OF PENSION
CLIENT: AMF Pension
PROBLEM: To few young people take care of their pension. They don’t even really know what
it is, its too far away and feels to abstract.
CHALLENGE: Make young students to think about their occupational pension.
SOLUTION: Instead of rational arguments (which almost every competitor use) we
looked at pension itself. Times have changed and our society along with it but
pension has stayed the same. So we packaged pension, made it into a product,
something real, something you can hold on to, something to relate to. And we talked about
it in a more casual way. We launched it in four different colors designed to match you.
However - there is a gap between occupational pension and students. They don’t have job
and therefore they can’t get it. So we made a book where we have tips how to
obtain your first job and only mention occupational pension briefly. Become a help and re-
source for them instead of another someone that wants to sell you something.
Diminish the way from the student to pension. Always be around where they are and, in a
funny and light way, talk about how well they would match our pension. Be their help and
guide along the way so when the time comes – hopefully they’ll choose AMF Pension.
ALL YOU NEED
We have now packaged pension. Everything’s neatly packed in a box that you can have when you get a job.
We launch it spring 2008. Go to aboxofpension.se and see which one fits you and how it can be yours.

33. CHOOSE WHICH ONE YOU WANT TO MATCH YOU ALL YOU NEED FINALLY IN PINK

34. THE BOOK ABOUT JOB
We want to help student’s obtain their first job. This book is full of information, fun tips and other ways how to
get a job, negoatiate about your salary and only as another section in it we mention pension.
Check out how our new collection matches you.
A box of pension.

36. Banners where people can make the website
into their own favorite color directs them to
our main site.
On our website we can start being more rational and talk about how much money they will get. Since
AMF have the best return amongst all pension holders we can still be a bit playful here too. Entertain the
customer while informing them.

37. PORTFOLIO
christianbeckett@gmail.com
+46 707787436