Nike Football: Write the Future, Robinho

Weave your way to immortality.
Write the future

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

Related videos by Shutterstock


Guest's picture

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
3731 pencils

All these ad's are... boring.

Simple ideas are the best !

baadalvirus's picture
24 pencils


Kateter's picture
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

I think the concept is super strong

dollypoppin's picture
1423 pencils

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

"Nihil sub sole novum"

v0the0kwc's picture
141 pencils

Not so vivid..

gbl's picture
451 pencils

copy is baaaad.

Hiperion's picture
3138 pencils

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

Guest's picture

i love it, its a strong concept

dsklan's picture
1927 pencils

no good!

jamesrothenburg's picture
554 pencils

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

Endeio's picture
270 pencils

Solid work.

Guest's picture

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

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

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

brandingworthspreading's picture
648 pencils

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

michelangelo's picture
660 pencils

the terrible result of a bad art direction and bad retouching

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments