NIKE
Kids are pushing back on outdated takes on sport.
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In the early 2000s, the Middle East faced some of the highest obesity and diabetes rates in the world. By 2010, governments stepped in and introduced physical education in schools for the first time.
Now there’s a generational gap. Many parents never had sport in their lives. Their kids are eager to play, but often hear no. To the parents, sport still looks like a distraction, not something that matters.
So we let the kids do the talking. In a region where children rarely get a voice, we gave them the mic.
We kicked things off with a film that captured a joyful uprising. Kids pushing back against old-school thinking. It became one of Nike’s most viewed Instagram films ever, with over 17 million organic views.
We then brought the voice of the kids to the streets through giant billboards and an epic unmissable 78 screen immersive installation in Riyadh.
To keep the conversation going at home, we created a role-playing book called Five Minutes More! where both adults and children can hear each other’s point of view on sports as they read.
To keep the conversation going at home, we created a role-playing book called Five Minutes More! where parents and kids could finally see eye to eye. Illustrated by Alva Skog, it was available in print and as a downloadable animated version.
You can read “Five Minutes More!” below 👩🏽📖👧🏽👇
See Credits +
Agency: Wieden+Kennedy Amsterdam
ECDs: Eric Quennoy, Mark Bernath
CDs: Evgeny Primachenko, Craig Williams
Art Director: Güney Soykan
Copywriter: Ane Santiago Quintas, Aditya Hariharan
Director: Alaska
Production: Iconoclast
VFX: Nash
Editor: Paul Hardcastle / Trim
Art Director (DOOH): Sabela Ros
Art Directors (Book): Güney Soykan, Florian Barthelmess
Illustrator (Book): Alva Skog
Designers: Karen van de Kraats, Yaleesa Waëlauruw
Motion Design: Namso, Serhii Serbin, Cyril Calgaro, David Schagerstrom, Lieke Milder
Producers (Agency): Eline de Roo, Hayley Vair, Christopher Benson
Planning Director: Reid Schilperoort
Comms Planning Director: Anna Chan
Account: Margot Paquien, Abderrahim El Khouani, Aneesha Ghattaora, Isaac Chuckwumah
Awards
Cannes Lions - Film Craft: Shortlist
D&AD - Book Design: Shortlist
One Show - Print & Publishing: Shortlist
Clio - Film Craft: Bronze
Shots Awards - Sound Design: Gold
Kinsale Shark awards - Best Sound Design: Silver
British Arrows - Non-British Arrow: Shortlist