Nike
Nike Football World Cup
Belief, the stuff that separates the good from the great.
For the 2018 World Cup, Nike abandoned its one big film approach to marketing because the World Cup of today is one that is debated daily online, with new heroes established every 90 minutes.
The Believe Campaign was an idea that unearthed and celebrated the self-belief that lies within a handful of the world’s best players: Neymar Jr, Cristiano Ronaldo, Kylian Mbappé, Eden Hazard, Kevin De Bruyne, and Harry Kane. Each day and each game of the World Cup, we distributed these tales of belief through multiple channels.
The small team of us writing the content and traveling across Europe to shoot the athletes were united by belief, crappy coffee, and cabin-approved EasyJet wheelie bags.
A series of stories told every day during the World Cup.
Reacting to in-game moments.
Stories dropped on the channels where our audience would be during the game.
Results
Fast, furious, and intense, the small collective that created the work worked around the clock, always ready to deliver the next chapter of creativity. The campaign was led by Toby and Ade, creatives Barry, Rob, Albert and Joe. The month long social first campaign picked up millions of eyeballs and increased membership on Nike.com. It was shortlisted at D&AD as well as all the major awards shows.
Credits
- Writer: test 2
- Editor lad 2