Interactive 'Hidden Tunnel' Shares Humorous Insight Into Life in FCB's famed La Masia Academy.
In a playful extension of Nike’s innovative “My Time is Now” digital film, Pep Guardiola provides the ultimate insight into FC Barcelona’s famed youth academy “La Masia” in one of nine hidden tunnels featured in the new campaign.
Through these hidden tunnels off the main digital film, viewers can experience content in a unique interactive way, so long as they have the hunger and desire to search for it.
The interactive film sees Guardiola leave his seat in the middle of a France vs. Holland match. Fresh from taking notes about the game Guardiola takes us through a humorous slide show of life at the FC Barcelona Academy. It seems too good to be true, complete with water slides and a life of fun leisure for the young players. Of course, as Guardiola reminds us, this isn’t how great players and teams are built. He quickly takes his audience back to the reality of the hunger and desire young players need to succeed as the presentation ends and Guardiola takes his seat again at the game.
The “My Time is Now” film is part of a broader Nike Football brand campaign that features extensive digital, out-of-home and print executions celebrating iconic global players and aspiring footballers hungry to break into the elite game.
Click this link to go to the interactive piece and look out for the Pep's Tunnel at 26".