We wanted to find a new way to connect Kylian Mbappé with a younger audience, making him feel less like a guy in an ad and more like a friend, coach, and personal motivator. Together with Mbappé and Meta, we created a mini digital version of the footballer that kids could talk to, train with, and learn from, all through Instagram DMs.
Webbys, FWA, One Show
Creative / Art Director
Wieden+Kennedy
Send a DM to @NikeFootball on Instagram to receive challenges, quizzes, and activities.
Epic movie poster-esque OOH & branding went up in Paris/London/Nike.com
Followed by playful films sent via DMs to encourage sports at home:
Static scenes to keep kids moving day after day.
Film Director: Will Studd
Creative Directors: Craig Williams, Evgeny Primachenko, Jake Barnes, Riccardo Rachello
Copywriters: Ane Santiago / Designers: Shen Hou, Lewis Beedham / Motion: Jacson Mitchell