Nike Euro 2021
The Problem
Kids are being squeezed out of football by rising costs, a lack of pitches, and a professional game that has become a perfectly packaged, increasingly distant product.
The Brief
Keep kids playing by making them feel a sense of ownership over the beautiful game.
The Creative Solution
We imagined football as if it were a place : the land of new football. Borderless, electric, and governed equally by those who love the sport most.
The land’s unofficial motto :
Dopeness. Openness. Europeanness.
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.