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Editor's Pick. Nike ‘Write The Future’ advert

Agency: Wieden + Kennedy

Client: Nike

Nike has launched a new global football brand campaign, entitled ‘Write the Future’.
It showcases a series of international football stars in their quest for victory and how one moment can be met with heroic achievement or defeat, sending a ripple effect across the globe.

“This film is an entertaining ride for our broad audience, and an invitation to young football players to be inspired by great athletes, interact with the campaign, and be able to write their own future,” said Nike’s global football advertising director, Enrico Balleri.

This fully integrated campaign, spanning TV, cinema, print, digital, out-of-home and nontraditional executions, is the culmination of a collaborative effort led by W+K Amsterdam with support from W+K London and W+K Portland.
The print and interactive executions celebrate how one moment will be remembered in the future via the creation of beautifully carved statues of Drogba, Cannavaro, Robinho, Ronaldo, Rooney and Ribery.
Deepening the relationship with Facebook, W+K helped created a unique experience that will offer consumers a chance to insert themselves into their own personal football future.

By using a fan’s own Facebook photos and information, a personalized video is generated, placing the individual at center stage. This effort is set to launch in the first half of June on

Additional campaign executions for ‘Write the Future’ will continue to launch throughout June.

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