The Chain
- Brand:
- Nike
- Agency:
- Framfab Copenhagen
2002FilmVideo · YouTube
Timeless principle
Give participation one simple action that connects every contribution.
The idea
Build a continuous football film by letting people around the world receive, perform with and pass on the same ball.
Why it works
The pass creates continuity across different countries, skills and homemade clips. Each person adds individuality without breaking the format, allowing the audience to become the production. Nike’s global football community is shown literally making the film together.
