Nike, Wieden+Kennedy Amsterdam
Nike Write the Future
For the 2010 World Cup, Deeplocal built a system for collecting predicted game headlines in 16 different languages and displaying them on the largest building in Johannesburg with LEDs that revealed the headline. With help from our friends at The Rumpus Room, the messages then animated into the face of one of the players.
Headlines were sent in via numerous social networks across the world, including Facebook in the United States and various other countries, QQ in China, and MXit in South Africa. Deeplocal used our own web software system to manage inputted messages, moderate them, and output them to the LEDs. We accepted inputs from a variety of social networking sources and the system featured a web moderation panel for message review and a system for posting or outputting approved content to third party locations. As we typically do for messaging systems, we created an API so that messages could easily be outputted in real-time to banner advertisements and other media assets.