The film from C41, depicting the future of football between inclusiveness and creativity, won in the Best Advertisement category
C41 has announced that its film 'Nike L’Incredibile!' has won the London Fashion Film Festival 2020 in the Best Advertisement category.
The film is a story that tells the constancy and dedication of young football lovers, of how every day they train, cutting into their lives, space for football. It’s the story of a neighbourhood that day by day is approaching a new future, in which the passion for football aggregates and unites, in a spontaneous way, bringing back 'the boys' (males and females) to meet up to play in the neighbourhood fields (together).
The Baggio neighbourhood is the backdrop to this incredible story, giving the film a touch of truth even stronger. Gender equality is celebrated in one of the most popular sports for men; an ode to equality where men and women collide on the same field, passing the same ball between the feet and having the same chances of victory. It is a story of passion told through the expert voice of the coach, who through screams, encouragement and technicalities, brings us into a new version of the world of football. The film is an innovative and engaging way to talk about football, where there are no rivalries or sexual differences, but where you play with passion and heart.
'L’Incredibile!' was directed by Leone, an Italian director who founded K48 production and is a partner of C41, which has produced numerous films for as many important brands. The film was also produced in collaboration with MassiveMusic.