THE LAND OF NEW FOOTBALL

Short List
TitleTHE LAND OF NEW FOOTBALL
BrandNIKE
Product/ServiceEC21
Category A01. Consumer Goods
Entrant WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Placement MINDSHARE London, UNITED KINGDOM
Production TRIM EDITING London, UNITED KINGDOM
Production 2 PARLOPHONE RECORDS London, UNITED KINGDOM
Production 3 STINK FILMS London, UNITED KINGDOM
Post Production GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Post Production 2 THE MILL London, UNITED KINGDOM
Credits
Name Company Position
Blake Harrop Wieden+Kennedy Amsterdam Managing Director
Eric Quennoy Wieden+Kennedy Amsterdam Executive Creative Director
Mark Bernath Wieden+Kennedy Amsterdam Executive Creative Director
Evgeny Primachenko Wieden+Kennedy Amsterdam Creative Director
Craig Williams Wieden+Kennedy Amsterdam Creative Director
Güney Soykan Wieden+Kennedy Amsterdam Art Director
Ane Santiago Quintas Wieden+Kennedy Amsterdam Copywriter
Mohamed Diaa Wieden+Kennedy Amsterdam Copywriter
Joe Togneri Wieden+Kennedy Amsterdam Head of Broadcast Production
Khalid El Khouani Wieden+Kennedy Amsterdam Broadcast Producer
Magda Czyz Wieden+Kennedy Amsterdam Broadcast Producer
Kathryn Addo Wieden+Kennedy Amsterdam Group Account Director
Franky Wardell Wieden+Kennedy Amsterdam Account Director
Abderrahim El Khouani Wieden+Kennedy Amsterdam Account Manager
Margot Paquien Wieden+Kennedy Amsterdam Account Manager
Roberta Hilgert Wieden+Kennedy Amsterdam Account Executive
Martin Weigel Wieden+Kennedy Amsterdam Head of Planning
Reid Schilperoort Wieden+Kennedy Amsterdam Planning Director
Alex Janneau Wieden+Kennedy Amsterdam Planner
Danielle Pak Wieden+Kennedy Amsterdam Head of Comms & Digital Strategy
Elsa Stahura Wieden+Kennedy Amsterdam Comms Director
Lizzie Murray Wieden+Kennedy Amsterdam Studio Director
Loes Poot Wieden+Kennedy Amsterdam Studio Manager
Yaleesa Waëlauruw Wieden+Kennedy Amsterdam Designer
Lewis Beedham Wieden+Kennedy Amsterdam Motion Designer
Lieke Milder Freelance Motion Designer
Justin Magness Freelance Motion Designer
Sohyeon Nam Wieden+Kennedy Amsterdam Motion Designer
David Schaegerstrom Freelance Motion Designer
Michael Graves Wieden+Kennedy Amsterdam Head of Business Affairs
Fiona Fan Wieden+Kennedy Amsterdam Business Affairs
Akvilina Jaskunaite Wieden+Kennedy Amsterdam Business Affairs
Felix Brady Stink Films Director

Write a short summary of what happens in the film

In this film, we imagined all the football pitches in the world stitched to one another forming a gigantic piece of land, from where the new generation of players declare their independence from the old ways of the game, and establish the values of New Football. The film features a wide variety of athletes, from professional footballers like Marcus Rashford, Sara Däbritz and Richarlison, to JJ Roble, the UK’s first Muslim referree, and local football communities around Europe like Alesia FC in France or Football Beyond Borders in the UK. Showcasing the real diversity, scale and power that football has beyond what is usually seen in the media, and welcoming everyone to join and enjoy the game.

Cultural / Context information for the jury

Football is not what it used to be. Its most visible side – multi million dollar contracts, corruption, the difficulty of achieving a professional football career, toxic masculinity and competition, elitism, sexism, homophobia… – is pushing the new generations away from it, turning football into a game they no longer want to play. The film came out during the 2020 EURO and Copa America, the biggest football competitions that summer. It was also few weeks after UEFA announced their plan to start the SUPERLEAGUE – a new European competition between 20 top clubs – and after years of homophobic, sexist and racist incidents, including the reaction to England’s penalty shooters on the EURO finals, and major lawsuits from professional women’s teams asking for equal pay.