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Nike Football Presents- Ronaldinho's Message to Football

SOLUTION

We created a seasonal campaign with Ronaldinho’s call-to-action to “Play Free” and a created a new events framework called “Drop Ins” – where we bring aspiring ballers and their heroes together on the same pitch – to bring the message of “Play Free” to life around the world in the most authentic football neighborhoods, featuring today’s greatest footballers: Ronaldinho, Neymar, Sergio Ramos, Eden Hazard, Vinicius Jr, Tammy Abraham, David Neres, Wilfried Zaha and Tammy Abraham.

 

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PROBLEM

Football had lost its soul. It was predictable with tactics strangling creativity. How do we free footballers from the system that’s hijacked their brilliance?

 

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APPROACH

After a global research trip and immersion across 10 cities and 50+ footballers – we gleaned a surprising insight:  Ronaldinho is still the G.O.A.T. that inspires today’s aspiring footballlers.  We brought to life a letter he wrote to his 7 year old self  through The Players Tribune through a digital and physical campaign.

 

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PROJECT

Nike

Play Free

DELIVERABLES

Opportunity Definition

Consumer Insights

Sports Marketing Insights

Event Planning

Strategy

Marketing

-Script and Treatment

-Art Direction

-Content Creation

-Brand Design

-Copywriting

-Product Design

Sports Marketing Management

CREDITS

Big Bonsai

Editor:  Ivan Landau

Music composition:  Never Home Music

Composer:  Forest Pond