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Cannes 2014: JWT Shortlisted for Film Craft Lions

By Ashwini Gangal , afaqs! | In Advertising | June 20, 2014
The agency's Make Every Yard Count campaign for Nike Cricket has pulled in two Film Craft shortlists.

JWT India's Make Every Yard Count film for Nike Cricket has received two Film Craft Shortlists this year - Editing and Sound Design sub-categories.

NIKE Cricket

Mindshare Bangalore is the media agency on this campaign and 1st December Films Bangalore is the production company.

Note that this film has also been shortlisted for a Film Lion (http://www.afaqs.com/news/story/41160_Cannes-2014:-JWT-and-Handloom-Picture-Company-shortlisted-for-Film-Lions) in the 'Clothing, Footwear & Accessories' sub-category this year.

About Nike's Make Every Yard Count film: From a bank of 2,25,001 crowd sourced images of cricket crazy youngsters, a film was created using 1,440 images. The film features 'seamless action', as the agency puts it, across a thousand playing fields; it's a film of the game in motion, basically. Athletes were invited, via Facebook, Twitter and www.nikecricket.in, to send in their images. The same action was also captured, by 108 traveling photographers, in playgrounds, streets, gullies and cricket pitches across India.

The chants, breaths, appeals, screams and sledges one typically hears during a heated cricket match were recorded and incorporated in the final soundtrack.

Read our detailed story on Nike's 'Make Every Yard Count' film here.

Recall that last year, Ramesh Deo Production won a Bronze Film Craft Lion (Best Sound Design) for Nike's Parallel Journeys film (http://www.afaqs.com/news/story/37881_Cannes-2013:-Ramesh-Deo-Productions-gets-Bronze-Film-Craft-Lion-for-Nike), created by JWT India.

Will JWT bring home a couple of Film Craft Lions - and/or a Film Lion, for that matter - for its work for Nike Cricket this year? Let's hope so.

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