| Title | THE LAND OF NEW FOOTBALL |
| Brand | NIKE |
| Product/Service | EC21 |
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Entrant
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Idea Creation
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Media Placement
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MINDSHARE London, UNITED KINGDOM
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Production
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TRIM EDITING London, UNITED KINGDOM
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Production 2
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PARLOPHONE RECORDS London, UNITED KINGDOM
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Production 3
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STINK FILMS London, UNITED KINGDOM
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Post Production
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GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
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Post Production 2
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THE MILL London, UNITED KINGDOM
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Credits
| 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 |
| Florian Barthelmess |
Wieden+Kennedy Amsterdam |
Art Director (Social & Reactive Content) |
| Sabela Ros |
Wieden+Kennedy Amsterdam |
Art Director (Social & Reactive Content) |
| Emma Mällinen |
Wieden+Kennedy Amsterdam |
Art Director (Social & Reactive Content) |
| Jake Barnes |
Wieden+Kennedy Amsterdam |
Copywriter (Social & Reactive Content) |
| Joe Togneri |
Wieden+Kennedy Amsterdam |
Head of Broadcast Production |
| Khalid El Khouani |
Wieden+Kennedy Amsterdam |
Broadcast Producer |
| Magda Czyz |
Wieden+Kennedy Amsterdam |
Broadcast Producer |
| George Ancock |
Freelance |
Producer (Reactive Content) |
| Gundeep Anand |
Freelance |
Editor-in-Chief (Reactive Content) |
| 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 |
Why is this work relevant for Integrated?
The campaign kicked off with a film announcing the birth of the Land of New Football, and then brought that land to life through several different touch points.
OOH, with propaganda-style posters encouraging people to play on their own terms, social films introducing the citizens of the land, a documentary about football’s community building power, an article series on untold football stories, a mental-health focused football academy, and even our land’s own weekly news show on IG stories, covering football content inside and outside international competitions.
Background
Right now, football feels like it’s at an inflection point—at any given time, it can represent the best of humanity, or the worst. But, too often we were seeing football represent the worst version of us (racism, homophobia, inequity). As a result, people’s belief in the power of sport was waning.
Our brief became clear, we needed to restore people’s faith in the power of football by showing them what this beautiful game is capable of.
Describe the creative idea
The Land of New Football is like the old one, minus the nonsense. We imagined football as a land made of ALL the pitches in the world stitched together – celebrating the scale and power of the well over 3 billion players and fans who play on their own terms, and saying no to the out-dated ways of the game. The idea sets a new vision for global football where there is room for all, treating the community as a nation and building on that idea through different touchpoints.
Describe the strategy
Target audience: Gen-Z 8-23 years old. All genders (equally focused on women). Key markets: UK, France, Germany, Spain, Italy, Netherlands.
We know that this generation is hungry to make change, improve their lives, and ultimately make the world a better place. Our approach was to show them how football makes that possible. So, we set out to celebrate the best parts of the game and highlight the people who are using football to drive real change in the world.
Describe the execution
For three weeks while the Euros tournament swept the continent, we spread our vision for a land of new football everywhere that footballers were consuming the beautiful game. Our film ran in TV, cinema and across digital channels in eight countries across Europe, as well as South Africa. In Nike’s global social channels, we spotlighted the real heroes of football who are changing the game for the better in their communities. And in Snapchat, we let kids broadcast the magic happening on their own pitches with custom World Lenses.
List the results
Our film garnered over 130 million views in nine countries during the Euros tournament. In digital channels, we achieved 25% coverage and over 44 million completed views of the film.