THE CHANCE
In Summer 2010, the world’s attention was focused on the World Cup. Nike’s campaign tagline was 'Write the Future' and we brought it to life, making the promise come true for committed young football players through a global campaign to discover and sign up the world’s best unsigned talent with social media at the heart.
WRITE THE FUTURE
First, players around the world were challenged to create Facebook pages showcasing their football ability for watching scouts. The ensuing 6-month competition created an entirely new format: a real-time reality show, broadcast across social media channels and nikefootball.com. 75,000 footballers from 41 countries were invited to take part in their national trials—from there, the best 100 made it to the global finals in London to battle for a year's contract with the Nike Academy that would change their lives.
CASE STUDY
AKQA
Chief Creative Officer: James Hilton
Group Creative Director: Duan Evans
Creative Director: Phil Haworth
Associate Creative Director: Davor Krvavac
Associate Creative Director: Simon Schmitt
Senior Designer: James Chorley
Designer: Andreas Levin
Associate Copywriter: Nat Cantor
Social Media Editor: Reef Younis
Social Account Manager: Ryan Griffin
Account Manager: Simon Stocks
Client Partner: Geoff Northcott
Account Director: Jo Holdsworth
Technical Director: Greg Sharp
Project Director: Matt Lodder
PARTNERS
Production: Archers Mark
NIKE
Jesse Stollak
Ian Shepherd
Danny Tawiah
Mario Turza