April Fools: Tony Finau Mockumentary
PROBLEM
How do you steal the show and own the buzz during the biggest moment in golf?
Come up with an unexpected yet fun moment with one of Nike golf’s rising stars to kick off the golf season’s biggest event - the Masters.
ACTION
An April Fool’s joke — allowing us to create a fake launch of Tony Finau's “new signature shoe.”
The mini “mockumentary” tells the story of Nike's quest to build Tony Finau a signature shoe. The film was a full-on “fake” with a digital launch on nike.com gotcha page, social teaser and behind-the-design shoe story on Nike App executions.
RESULT
Monumental buzz for Nike and deemed as one of the most successful launches in Nike Golf’s history.
The film went viral and was featured on multiple media outlets including ESPN.
Tony Finau laced up the fake shoe on the par 3 contest as the final surprise.
The film was shared as best-in-class work with the Nike Board of Directors and Mark Parker, Nike CEO, at the annual Nike board meeting.
A year before Tony Finau (Nike athlete) suffered a grisly injury while celebrating a hole-in-one at last year's Masters Par 3 Contest. So the idea was born – to create a fake launch of Tony Finau's new signature Nike shoe as golf's best April Fools' joke. We pitched the idea to Tony who was totally on board. The necessity to tell the story without giving it away on camera was crucial. At almost three and a half minutes long—practically Return of the King by internet standards—the mini mockumentary tells the story of Nike's quest to build Finau a signature shoe and the most supportive golf shoe ever, replete with a unique Masters-themed colorway.
Credits:
Creative Director / Art Director – Inese Silina
Agency – Blue Ox Films