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Write the Future, Drogba

Published/Aired: 
May 2010
Description: 

Play to be remembered.
Write the future
Nike

Advertising Agency: Wieden+Kennedy, Amsterdam, The Netherlands
Co-Creative Directors: Mark Bernath, Eric Quennoy
Copywriter: Ebba Hult
Art Directors: Pierre Janneau, Chris Thurman (W+K Portland)
Print Producer: Sharon Kwiatkowski
Account Management: Gene Willis, Jordi Pont, David Anson, Marco Palermo, Jason White (W+K Portland)
Production Company: Happy Finish

Comments (18)

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Highest Rated

Guest's picture
Guest

Absolutely LOVE this campaign!

sirvan's picture
sirvan
Activity Score 29860

This one looks the most realistic imho.

Look. I love the idea behind these. However, the photoshop (or even photography?) of the statues is a hit/miss.

Maybe because the poses are so action-oriented? …99% of statues in our society –museums, public squares, etc– are POSES, so there's a visual disconnect there.

The concept is awesome, and simple. But, for me at least, the execution is a miss because they don't telegraph "statue"; they telegraph "I've turned to stone" ala Medusa. Or "Terminator 2", for the metal guy. Again, partly because the photographs are SO action-oriented. Some of the players are even mid-air. Which further takes away from "I'm a statue !"

The underlying idea is so simple that you shouldn't have to read the headlines to get what they're about. But you have to here.

Maybe if they had put a "stand" under the statues?

+++

"I love some things, and don't love some other things."

meraj's picture
meraj
Activity Score 216

sry Mr.sirvan, ...may b m disagreeing with your statue statement.....da interesting part is ....becoming da statue is da beauty part of dis excellent campaign ...just because the moment lasts a second and the legend lasts forever.... they captured da moment for writing the future ...so that way...i think its acceptable :)....very much touchy and inspiring :)

rehpani's picture
rehpani
Activity Score 312

SE PARECE A LA PATADA DEL JAPONES QUE LO LESIONO DEL CODO!!!

.-_'s picture
.-_
Activity Score 95

i really like the thought, but i feel like the ad is not there yet. maybe a crisper headline and visual would do the trick.
but i love the idea.

meraj's picture
meraj
Activity Score 216

like it :)

tamils's picture
tamils
Activity Score 202

like the photography

deep_tracy's picture
deep_tracy
Activity Score 588

bad photography and art direction. headline unnecessary.

dollypoppin's picture
dollypoppin
Activity Score 1423

Like the concept.. and the copy.

---------
"Nihil sub sole novum"

gbl's picture
gbl
Activity Score 451

idea too obvius, dont like the art and copy is really bad. I agree with Sirvan, maybe with a stand under the statue. Would have worked much better.

talkingisfree's picture
talkingisfree
Activity Score 2710

Good campaign.

Thabiso's picture
Thabiso
Activity Score 21

this is a good campaign regardless..

Abrahams's picture
Abrahams
Activity Score 109

at times we shud foget the copy, foget the art, foget everything but the ad. This one is really a masterpeice.

Abrahams's picture
Abrahams
Activity Score 109

the way Drogba is shown...is simply in sync with the line.."play to be remembered"!

slammary's picture
slammary
Activity Score 214

Yes, this is the insigh from players. I think that the copy “play to be remembered" is nothing to do with the target.

meraj's picture
meraj
Activity Score 216

when a target customer will wear dis nike he will feel the same like "play to be rmembered"....so both way excellent campaign

jasonyu0320's picture
jasonyu0320
Activity Score 49

The strongest campaign through all world cup history for Nike
Strong copy
Strong spirit
Strongest visual ever.

mynscl's picture
mynscl
Activity Score 32

astonishing visual representation!!!

simply amazing~~~

Guest's picture
Guest

Absolutely LOVE this campaign!

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