Nike truck

Viral interactive projection bombing

SuperUber was invited by Nike to create an interactive and viral experience for the release of the new Brazilian team jersey for the World Cup 2014.

A custom projection ‘bombing’ truck, with a professional photo studio inside, drove around Rio and São Paulo for two weeks, stopping at locations ranging from Ipanema Beach to Madureira. The campaign “Ouse Ser Brasileiro” (Dare to be Brazilian) stimulated fans to show off their support for the national team with the bragging rights of wearing the yet to be released jersey. The moment was registered by being photographed by a professional photographer and posting the image to their social network. The photos, taken by guest photographer Jorge Bispo, were also projected in real-time onto the buildings close to the truck, making the visitor the star of the show.

The action brought the audience into the campaign: the Brazil fan became the twelfth player doing his/her part to win the sixth star.