Nike aiming big with football campaign
Following months of planning with media agency Mindshare, Nike has announced the launch of what it has described as one of the biggest campaigns in the company’s history.
The campaign, Write the Future, is based on the lead up to the 2010 FIFA World Cup in South Africa, with the brand showcasing a group of the world’s top players from its sponsorship stable.
Focusing on the moments that can make a footballer a villain or a superstar, the three-minute TVC featuring Wayne Rooney, Didier Drogba, Christiano Ronaldo, Ronaldinho and Italian national team captain Fabio Cannavaro, and directed by Alejandro González Iñárritu of 21 Grams and Babel fame, will be the centrepiece of the campaign.
Each player also has their own mini TVC, with Ronaldinhos appearing like a Samba-botics infomercial and Rooneys caravan life scenario the result of a failed pass at the World Cup.
In addition to the TVC, the company is offering consumers a chance to be put in front of a world-class soccer team’s talent scout in an initiative entitled The Chance.
The campaign will feature across the internet, with a large investment put into social media executions such as its Facebook page.