NIKE
Football belongs to those who play it.
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Traditional football is starting to feel its age. The rules, the hierarchy, the gatekeeping. All of it pushing the next generation away from the game.
But there's a new football out there. Played across every kind of pitch by more than 3.5 billion fans and players. The most diverse sporting community in the world, and it's rewriting the game in its own way.
During the Euros and Copa America 2021, we reminded young players of the power they already have. On their pitches, they make their own rules. Because football belongs to those who play it.
We kicked things off with a film that stitched together pitches from around the world into one massive, connected land. A place shaped by the people who live and breathe the game.
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 used @Nikefootball and its 42 million followers to spotlight these new heroes and all the good they bring to the sport.
We worked with partners to deepen the story.
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 football news from the perspective of the players and creators shaping the sport.
And because this land is for everyone, we invited illustrators from across Europe to reimagine the show's logo. Their designs were used as idents in the show.
Welcome to the Land of New Football. It's open to everyone, 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).
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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