Nike Football has launched a new ‘Make The Difference’ campaign created in collaboration between Wieden + Kennedy Amsterdam and London.
The integrated campaign of TV, OOH, Print and Digital premieres in the UK and then continues to roll out globally throughout the year.
The push is the first communication for the 2010 football season from Nike. The concept is that ultimately a player that ‘Makes The Difference ‘wins football matches. Yet it isn't always simply about scoring fifty-yard free kicks, or dribbling round half a team.
In fact, players can ‘Make The Difference’ all over the pitch. It can be a pass, a dummy run, a few words at half time, a moment of courage, or simply wanting it more than the next guy.
The first two 30-second launch spots - one featuring Theo Walcott (created by W+K London) and another with Wayne Rooney (created by W+K Amsterdam) - premiered in the UK during Saturday’s (29 August, 2009) heated match between Arsenal and Man U.
“Theo Walcott is a highly thoughtful player. We wanted to show how he is planning to ‘Make The Difference’ this season by stepping up his game beyond being fast,” said Creative Director W+K London, Stuart Harkness.
“The film taps into Theo’s mindset from an early age and his drive to deliver for his team and supporters. Something all young players can hopefully aspire to.’
Wieden + Kennedy’s campaign looks at unique moments that dramatically symbolize what it means to ‘Make The Difference’. Through both on-pitch and off-pitch moments, the films will show the effects the greatest players in the world have on those around them.
Additional 30-second campaign spots featuring Franck Ribery and Andrey Arshavin kick-off at the end of August and the beginning of September respectively.