NIKE FOOTBALL / JOGA BONITO

Joga Bonito ("Play Beautifully" in Portuguese) is a football-oriented social network service created by Nike and Google. Joga TV commercial advertisements are shown on the nikefootball.com website, the joga.com website, and the default Google Personalized Home page as well as appearing on TV-Ads. Eric Cantona appears as the lead spokesman for the Joga Bonito organization. Joga TV is portrayed as an underground broadcast channel that taps into other television stations' live feeds, filmed "live from the heart of Germany". The Joga Bonito is promoting fair and creative play as well as honesty and team spirit, and showing the true and beautiful side of football by having a motto of "play from the heart". And that was what Sepia Productions had to try and capture, making the soundscapes for the Nike Football Joga Bonito campaign. Here you can see a small selection of many videos for Joga Bonito. The idea was to make a TV Channel showing new clips every day. Both as vodcasts and websites. Sepia Productions was hired to make authentic but modern south American music, and also some western influenced tracks. To keep it real, we hired percussionist Anders Thykier who has been studying percussion in Rio de Janeiro, Brazil for many years, and south american rapper Hernan Menendez. This campaign features some of the biggest names in international football, and we were proud to be a part of it. Campaign by Framfab.