Nike Euro 2020…21

The Problem

Kids are dropping out of football : squeezed by rising costs, fewer proper spaces to play, and a professional game that values their wallets over their dreams.

The Brief

Get kids to stick up for their game and keep the power of football close.

The Creative Solution

We turned football into a land, the land of new football, a massive, exciting place which belongs equally to all those who love the sport. A country designed to close the gaps in the game and return control of football to its people.

Kylian Mbappé Athlete Platform

The Problem

Kylian Mbappé is so good he risks being perceived as an anomaly.

The Brief

Break through the “child genius” narrative and elevate the human truth that fuels him.

The Creative Solution

We showed that Mbappé’s success comes from something deeply relatable : his immoderate, all-consuming, childhood love of football has never changed. The same joy that lit him up at six when he was chasing the ball in Bondy still drives him today. By keeping his dream close and never letting anyone mess with it, he proved to fans everywhere that with enough love, we all have a shot at our dreams.

Just Do It Germany

The Problem

Nike has no voice in Germany where Adidas is the established leader.

The Brief

Embrace Nike’s newcomer position to challenge tradition. Position the brand as the voice of the next generation of German athletes who are re-writing the rules of German culture through sport.

The Creative Solution

Open up what winning means in Germany by celebrating the heroes who don’t just win for the numbers but to inspire self belief in others.

Nike Kids

The Problem

Too many kids are dropping out of sport because it feels over-coached, expensive, and out of their control.

The Brief

Remind kids that sport can give them what they dream about : unlimited power.

The Creative Solution

We flipped sport from something done to kids into a world governed by play and imagination that belongs to them.

In this world, they make the rules, they set the moves, and all the only ticket to this dimension they need is their ability to run around and play.