NIKE
Football belongs to those who play it.
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The dated ways of football have become more visible than what the game really is about and it is pushing the new generations away from it.
But there is a new football out there. It is the most diverse community in the world – with over 3,5 billion fans and players living the game across miles and miles of pitches.
During the Euros and Copa America, we decided to remind kids of the power that they have to change the game. In their pitches, they make their own rules – because football belongs to those who play it.
In our hero film, we imagined all the football pitches in the world stitched to one another forming a gigantic piece of land to showcase the scale, diversity and values of New Football.
We took our message to the streets and football pitches, making the new generation of players heroes of our land.
Illustration by Tayfun Pekdemir.
Illustration by Haein Kim.
We turned @Nikefootball and its 42+ million followers into a platform for young footballers to be recognised for all the good they bring to the sport.
We highlighted the new voices of football through media collaborations.
A documentary about football’s community building power: The Architects of New Football (In collaboration with Copa90).
Articles on untold football stories: The Unwritten Stories (In collaboration with The Athletic).
And a mental-health focused football academy: The School of New Football (In collaboration with Versus).
We even created The Land of New Football’s own News Show. A weekly Instagram series covering the football news in a completely different way, passing the mic to those who need to be heard and don’t usually get the media attention.
The Land of New Football welcomes everyone. So we gave the New Football News logo to illustrators from all corners of Europe to create their own reiterations. These versions are used as idents in the show.
Welcome to the Land of New Football. It’s everyone’s to build and play – no matter who you are, where you’re from, or how long you’ve been in the game.
Illustration by Tayfun Pekdemir (left) and Haein Kim (right).
See Credits +
Agency: Wieden+Kennedy Amsterdam
ECDs: Eric Quennoy, Mark Bernath
CDs: Evgeny Primachenko, Craig Williams
Art Director: Güney Soykan
Copywriter: Ane Santiago Quintas, Mohamed Diaa
Art Director (Social&Reactive): Güney Soykan, Sabela Ros
Florian Barthelmess, Emma Mällinen
Copywriter (Reactive Content): Jake Barnes
Director: Felix Brady
Awards
Cannes Lions - Social & Influencer: Shortlist
D&AD - Editing: Wood Pencil
One Show - Film: Merit
One Show - Social Media: Shortlist
Eurobest - Film: 2 Shortlists
Eurobest - Entertainment: Shortlist
Clio Sports - Film: Bronze
Shots Awards - Editing: Bronze