Nike Football: Believe -
Ronaldo Vs Ronaldon’t
For Nike Football’s World Cup 18 ‘Believe’ campaign, each athlete had their own positioning and take on the core tenet of self belief. CR7’s celebrated his cast iron mental strength, dramatised by an inner monologue where positive thinking is always rewarded. In the animated campaign, Ronaldo never listens to his nemesis, Ronaldon’t - becoming one of the most iconic footballers ever in the process.
2018 // AKQA London
Concept: Nicole Chen, Harjeet Mander, Me
Creative Development & Scripting: Me, Toby Burnett
Art Direction: Toby Burnett
ACD: Me
CD: Toby Burnett
Design: Barry Slater, Antonin Collard
Ronaldo Vs Ronaldon’t was part of the huge ‘Believe’ World Cup 2018 campaign which saw Nike take a vastly different approach to the usual big ad. Whilst I didn’t concept all the athlete pieces in the case study film above (CR7, KDB and Asensio were directly mine),
as ACD I was instrumental in shaping the strategy and plan that unfolded before and during the World Cup.
Shouts out to Toby, Rob, Albert, Barry, Joe and the wider team.