We continue our series uncovering the key decisions that made a campaign an award-winner. Here, Eric Quennoy and Mark Bernath, ECDs at Wieden + Kennedy Amsterdam, dissect Film Grand Prix winner "Write the Future."
Due to irresponsible use, the word "epic" is a shell of its former self, but it’ll have to do the heavy lifting here to describe Nike’s "Write the Future" campaign.
It included everything from 3-D sculptures to an interactive Led light show on the tallest building in Johannesburg, but the world cup initiative centered on Wieden + Kennedy Amsterdam’s three-minute showstopper of a spot, featuring soccer’s biggest names--Wayne Rooney, Didier Drogba, Cristiano Ronaldo, Cesc Fabrigas and others--and a supporting cast that included Kobe Bryant, Gael Garcia Bernal, and Homer Simpson. The premise is simple: In the biggest games of their careers, soccer stars consider the butterfly effect of a single action on the field.
Due to irresponsible use, the word "epic" is a shell of its former self, but it’ll have to do the heavy lifting here to describe Nike’s "Write the Future" campaign.
It included everything from 3-D sculptures to an interactive Led light show on the tallest building in Johannesburg, but the world cup initiative centered on Wieden + Kennedy Amsterdam’s three-minute showstopper of a spot, featuring soccer’s biggest names--Wayne Rooney, Didier Drogba, Cristiano Ronaldo, Cesc Fabrigas and others--and a supporting cast that included Kobe Bryant, Gael Garcia Bernal, and Homer Simpson. The premise is simple: In the biggest games of their careers, soccer stars consider the butterfly effect of a single action on the field.
- 6/28/2011
- by Teressa Iezzi
- Fast Company
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