interactive projection bombing
SuperUber was invited by Nike to create an interactive action for the release of the new brazilian team jersey for the World Cup 2014. A projection bombing truck drives around Rio and São Paulo for two weeks, to perform Nike truck – Ouse Ser Brasileiro. People have their pictures taken wearing the new jersey, by guest photographer Jorge Bispo in a compact professional photographic studio inside the truck. The fans are able to share their photo on social networks and see it projected in real time on a building.
This action is inspired by Nike’s campaign, Ouse Ser Brasileiro, and it brings the audience into the campaign: the Brazil fan becomes the twelfth player, doing his/her part to win the sixth star. It has a strong viral appeal: people post their photo on Facebook, Instagram and Twitter — creating a spontaneous network of images, spread by Star Fans action.