Title	THE LAND OF NEW FOOTBALL
Brand	NIKE
Product/Service	EC21
Category	B01. 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

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. 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.