Brands are becoming increasingly creative in their marketing for the World Cup – and Nike is without question on the cutting edge of this trend.

Following the success of its Write The Future campaign (32 million views digitally since its launch less than a month ago), they’ve now launched the "Write The Headline" campaign – an interactive digital communications experience which basically involves a giant LED sign on the Southern Life Center building in Johannesburg.

The ambitious interactive installation allows fans to submit personal messages to inspire their favorite players, and then see their headline transformed into a huge player animation that will tower over the city of Johannesburg (through a giant LED sign on the Southern Life Center building).

Fans can submit a 57 character personal message (in 12 languages) through Facebook.com/nikefootball, Twitter, Facebook, Mxit (South Africa) and QQ (China) to over 50 of Nike’s athletes from around the world. Up to 100 headlines are then selected each night and transformed into digital player animations that are projected across Johannesburg. When a fan’s message is used they receive a personalized notification showing them a picture of the headline and the animation created from it.