Nike Euros 21
New Football News
Art Director & Graphic Designer, 2021
CANNES LIONS | SHORTLISTED
When the Euros returned in 2021, football was back, but the sport needed a proper reset. As part of Nike’s Land of New Football, we set out to challenge the game’s toxic traditions and help shape a future in football that is inclusive, joyful, and driven by the next generation.
To do that during the tournament, we created New Football News, a reactive weekly Instagram series that served as an antidote to traditional sports reporting. Instead of highlights of the tournament, we featured those moments reenacted by kids in their backyards. We celebrated goals, dribbles, and ball juggling clips from real footballers from all over the world. By teaming up with global artists and creators, we built a fast, un-ad-like show that celebrated the people redefining football on their own terms
To do that during the tournament, we created New Football News, a reactive weekly Instagram series that served as an antidote to traditional sports reporting. Instead of highlights of the tournament, we featured those moments reenacted by kids in their backyards. We celebrated goals, dribbles, and ball juggling clips from real footballers from all over the world. By teaming up with global artists and creators, we built a fast, un-ad-like show that celebrated the people redefining football on their own terms
CREDITS
Agency: W+K Amsterdam
Creative Directors: Evgeny Primachenko, Craig Williams
Art Director: Sabela Ros, M Mallinen, Florian Barthelmess
Copywriter: Jake Barnes
Motion Graphics: Namso (Sohyeon Nam)