Nike Football: Write the Future, Robinho

Weave your way to immortality.
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
Published: May 2010

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22 comments

Guest's picture
Guest

nice. but there should have been a pedestal under his feet.

Reality Check's picture
Reality Check
1793 pencils

Well-intentioned but lifeless.

jackal hunts's picture
jackal hunts
325 pencils

Didn't work out well:(

Hibon's picture
Hibon
3731 pencils

All these ad's are... boring.

Simple ideas are the best !

baadalvirus's picture
baadalvirus
24 pencils

yeah...boring...

Kateter's picture
Kateter
2020 pencils

compared to TVC which is utterly and undeniably outstanding these prints don't come even close to below-average and are major, major disappointment.

Guest's picture
Guest

I think the concept is super strong

dollypoppin's picture
dollypoppin
1423 pencils

Copy's okay for me, but I guess the other one has a greater impact.

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

v0the0kwc's picture
v0the0kwc
141 pencils

Not so vivid..

gbl's picture
gbl
451 pencils

copy is baaaad.

Hiperion's picture
Hiperion
3138 pencils

a little weak...
I like it but it doesn´t touch me

Guest's picture
Guest

i love it, its a strong concept

dsklan's picture
dsklan
1927 pencils

no good!

jamesrothenburg's picture
jamesrothenburg
554 pencils

Great idea but these all feel a bit flat in the execution somehow.

Endeio's picture
Endeio
270 pencils

Solid work.

Guest's picture
Guest

I don't understand why the goalie is wearing the Nike brand but fails to save the goal... who is writing his story? The goalie with slow reflexes or the player with no apperent branding, who is about to make a goal...

Guest's picture
Guest

I don't understand why the posters are so critical. This is an amazing ad. It goes into the "I wish I had done it" category.

Dhananjay S Madhavan's picture
Dhananjay S Madhavan
13 pencils

good one

Local Hero's picture
Local Hero
15 pencils

They could easily use a sequence from the TV commercial like Ronaldinho with 25.458.964 hits on Youtube or Rooney in a caravan, with a beard or something. But this print idea adds something else to the campaign. Deserves respect.

Guest's picture
Guest

I think the person who said it should have pedestal is a copywriter!

brandingworthspreading's picture
brandingworthsp...
648 pencils

Nike? Really? You can't do 'Write the future' and then do something like this. :(

michelangelo's picture
michelangelo
660 pencils

the terrible result of a bad art direction and bad retouching

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