NIKE
Giving Middle Eastern kids the voice to challenge parental misconceptions around sports.
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In the early 2000s, the Middle East had some of the highest obesity and diabetes rates in the world. In 2010, the government started to encourage sport participation, including physical education in schools for the first time ever.
Now, there is a generation of parents that grew up without sport. And a generation of kids who love sport, but can’t get permission to play, Because parents see it as a distraction.
So we decided to give kids a voice, in a region where children rarely have a say.
First, we launched a film in which kids riot against their parents’ misconception about sports.
The film is currently the most viewed film of all time on Nike’s Instagram, with over 17 million organic views.
We then brought the voice of the kids to the streets through digital out of home and an epic unmissable 78 screen immersive installation in Riyadh.
Then, we created a conversation starter for parents and kids. A book designed as a roleplaying experience, where both adults and children can hear each other’s point of view on sports as they read.
Five Minutes More! was illustrated by Alva Skog and it was available physically, but also online, in a downloadable, animated version.
You can read “Five Minutes More!” below 👩🏽📖👧🏽👇
See Credits +
Agency: Wieden+Kennedy Amsterdam
ECDs: Eric Quennoy, Mark Bernath
CDs: Evgeny Primachenko, Craig Williams
Art Director: Güney Soykan
Copywriter: Ane Santiago Quintas, Aditya Hariharan
Director: Alaska
Production: Iconoclast
VFX: Nash
Editor: Paul Hardcastle / Trim
Art Director (DOOH): Sabela Ros
Art Directors (Book): Güney Soykan, Florian Barthelmess
Illustrator (Book): Alva Skog
Designers: Karen van de Kraats, Yaleesa Waëlauruw
Motion Design: Namso, Serhii Serbin, Cyril Calgaro, David Schagerstrom, Lieke Milder
Producers (Agency): Eline de Roo, Hayley Vair, Christopher Benson
Planning Director: Reid Schilperoort
Comms Planning Director: Anna Chan
Account: Margot Paquien, Abderrahim El Khouani, Aneesha Ghattaora, Isaac Chuckwumah
Awards
Cannes Lions - Film Craft: Shortlist
D&AD - Book Design: Shortlist
One Show - Print & Publishing: Shortlist
Clio - Film Craft: Bronze
Shots Awards - Sound Design: Gold
Kinsale Shark awards - Best Sound Design: Silver
British Arrows - Non-British Arrow: Shortlist