NIKE
Kids are pushing back on their parents' outdated takes on sport.
_
In the Middle East, kids want to play. Many of their parents never had sport in their own childhoods, so when their kids ask, the answer is often no. Sport still looks like a distraction, not something that matters.
There's a reason for the gap. In the early 2000s, the region had some of the highest obesity and diabetes rates in the world. It wasn't until 2010 that governments stepped in and brought physical education into schools for the first time. A whole generation of parents grew up without it. Their kids are the first to grow up with it.
So we let the kids do the talking. In a region where children rarely get the mic, we handed it over.
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 78 screen immersive installation in Riyadh.
To keep the conversation going at home, we created a role-playing book called Five Minutes More! — a story parents and kids read together, taking turns voicing each other's point of view on sport. Illustrated by Alva Skog, available in print and as a downloadable animated version.
You can read “Five Minutes More!” below 👩🏽📖👧🏽👇
-
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 text goes here
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