Write the Future
- Brand:
- Nike
- Agency:
- Wieden+Kennedy Amsterdam
2011FilmVideo · YouTube
Timeless principle
Dramatize the stakes surrounding the action.
The idea
Show how a single football moment can rewrite a player’s entire future in triumph or disaster.
Why it works
Each touch detonates into fame, disgrace, politics or legend before snapping back to the pitch. The exaggeration captures the real emotional pressure of the World Cup. Nike makes split-second performance feel capable of moving whole cultures.
