Today marks the 27th anniversary of Nike's Air Max 1 model. We've got a pretty decent collection between us here at W+K – from the lived in to the brand spanking new – so we celebrated the occasion by lacing up our favourite pairs and getting stuck in to some birthday cake (which we ran off in our Run Club this evening).
The domestic season may be over (yes, yes, well done Arsenal for finishing above Spurs yet again) but England midfielder Jack Wilshere was on important duty for his country this week. He popped back to his old school where his hopes and dreams of playing for England first took root. There at The Priory School in Hitchin he put the new England shirt on the back of a school kid, one who reminded him of himself at that age.
Not only was this the first time many of the kids had seen a professional footballer in real life, it was certainly their first chance to steal a glance at the new England home kit. Now sponsored by Nike, the shirt was premiered by Jason Kelly, the unsuspecting schoolboy chosen by Jack. The shot of Jason lit up social media as thousands of fans and players retweeted Jack’s shot. Even Tinie Tempah, Gary Lineker and Andy Peters got involved!
“This is where my dream of playing for England started and it’s great to be back here to see a new generation playing with the same passion," Jack said. "I gave Jason the shirt because his commitment and work-rate really impressed me today. He showed that it’s what you do on the pitch that matters — from your first match as a nine year-old all the way up to the international stage.”
At first glance you’ll see the shirt is stripped back, clean and distinctive, taking it back to its roots in white and blue to celebrate the FA’s 150th anniversary. Upon closer inspection you’ll notice the iconic three lions surrounded by a golden border sitting proud on the chest, next to a World Cup-winning gold star and a gold ‘150 years’ ribbon. Sharp, stylish, innovative and crafted – this is everything Nike has put into making the kit and hopes the players will bring to life on the pitch.
If you're reading this blog, you're probably one of the 12 million or so people so far to have watched our new Nike Football campaign: My Time is Now. But you may not have explored the hidden tunnels in the interactive version of the film that lead to additional content. These include CR7 WORKOUT- Train with Ronaldo and download his exclusive football workout (above). KITWALL: Explore Nike product and kit in a giant locker room (below) from which you can click through to buy online.
And FOOTBALL BRAIN (above): Test your football IQ and compare it with your mates'.
There is a new breed of football player emerging. Younger, smarter, and scared of no-one. Driven by the hunger to succeed. Armed with new tools and product innovation. Ready to step out of the shadows if given the opportunity.
Our innovative new Nike 'My Time Is Now' campaign celebrates this next wave of footballers, whether it's the participants in The Chance, Nike's worldwide hunt for football talent (with previous winners featured in the spot), or elite athletes looking to make an impact on the world stage.
But more than simply reflecting the defining qualities of hunger and impatience, this new global campaign provokes and rewards these behaviours in the participating audience too.
To achieve this, the campaign flips the traditional AV model: rather than creating a film for TV and running it online, we created a film for the internet, a version of which runs on TV. Launched online first, with the TV edit following up in Saturday's Champions League Final, the film is driven by a variety of different types of content, interactions and experiences, as well as seamless extensions to the overall narrative flow of the campaign.
Produced in association with Stinkdigital, this interactive film tests and rewards the viewers’ desire to learn, their knowledge of the game, and their hunger to succeed, and those willing to dig deep – the defining qualities of a modern player.
Ed Elworthy, long-time client of W+K London and Global Director of Brand Communications for Nike Football said: “We really wanted to showcase the hunger and impatience of young players breaking into the game – inspirations that are shared not only by our audience but by the Nike brand itself.”
Interacting with the film not only proves challenging and rewarding, it also arms young footballers with information that will help them to go on to be better players, and to seize the chance to shine out on the pitch. And if you explore the tunnels, amongst other things, you can unlock a secret Sonic game…
And even get yourself a footballer's haircut…
Stuart Harkness, our Creative Director on Nike, said: “Nike has always stood for innovation. So we didn’t want to just make a football spot about the next wave of players trying to breakthrough, but instead reward those hungry enough to find what it takes to make it, online, via hidden content in the film itself.”
The film and interactive experience sit at the heart of Nike's 2012 programme to find and elevate unsigned players around the world. This ambition is crystallised in 'The Chance' – Nike's global hunt for the hungriest emerging amateur players around the world, which is run by our friends at AKQA.
As always, this was a collaboration from start to finish. Nike Football, ourselves, AKQA and Mindshare worked on the overaching idea for the campaign. The film and the interactive experience were conceived and created by W+K London and produced by Stink and Stinkdigital, and directed by Adam Berg. The list of all those involved goes on, and deserves (and will get) a post in its own right shortly.
We blogged earlier about our new 'Make it Count' campaign for Nike. This is the year to step up and Make it Count. To celebrate Nike has launched a campaign which sees top UK athletes make their pledges for the forthcoming year, whilst inspiring people to be part of the movement and make their own pledges under the hashtag #makeitcount. Here's some more stuff.
Above are the print executions.
Here's how they're looking in situ:
And here's how it looks in the windows at NikeTown:
And inside Niketown:
If you go into Niketown Oxford Street you can make your own pledge, have your photo taken and turned into a visual in the style of the ads above. A series of more personal portraits of the athletes capturing them at their most intense moment of training will be featured in an exhibition housed in Nike’s exclusive 1948 space from 18th January. Here are examples of those portraits:
To raise funds for Michael J. Fox's Foundation for Parkinson's Research, Nike designed 1500 pairs of shoes based on the kicks worn by Fox's character Marty McFly in the original movie, "Back To The Future" to be auctioned off on eBay and at select Niketown stores.
So, the leathery old lags and hopeful young turks of the world's advertising industry have finished drowning themselves in a vat of overpriced rose wine and, as they nurse their hangovers, the results of the Cannes Advertising Festival are in. We did OK, maybe slightly better than we did last year.
Cannes independent agency of the year, for most awards accumulated across all categories – Wieden + Kennedy Portland.
And for the trainspotters, stat freaks and mothers of those who work at W+K, here are the individual awards for Wieden + Kennedy work. (I think I've got the full list here, but I may have missed one or two.)
Grand Prix – Nike ‘Write the Future’
Gold – Heineken ‘The Entrance’, Chrysler ‘Born of Fire’
Gold – Nike ‘Write the Future’, Old Spice x2 (for writing and for viral)
Bronze – Nike ‘Black Mamba’, Nokia ‘Dot’, Nokia ‘Own Voice’
Gold – Old Spice ‘The man your man could smell like’
Gold – Old Spice ‘The man your man could smell like’
Silver – Nike ‘Write the Future’, Levi’s ‘Ready to Work’
Gold – Chrysler ‘Born of Fire’ (x3, for direction, script and music), Nike ‘Write the Future’ (x2, for editing and script), Heineken ‘The Entrance’ (direction)
Silver – Nike ‘Write the Future’ (x2, for production design and sound design), Lurpak – ‘Kitchen Odyssey’ (cinematography), Levi’s ‘Ready to Work’ (x2 for script and cinematography), Heineken ‘The Entrance’ (Music)
Bronze – Levi’s ‘Ready to Work’ (direction), Nokia ‘Dot’ (production design), Chrysler – ‘Born of Fire’ (editing), Nike ‘Black Mamba’ (editing), Nike ‘Write the Future’ (special effects).