There is a new breed of football player emerging. Younger, smarter, and scared of no-one. Driven
by the hunger to succeed. Armed with new tools and product innovation. Ready to step out of the
shadows if given the opportunity.
The new Nike 'My Time Is Now' campaign celebrates this next wave of footballers, whether it's the participants in The Chance, Nike's worldwide hunt for football talent, or elite athletes looking to make an impact on the world stage.
But more than simply reflecting the defining qualities of hunger and impatience, this new global campaign provokes and rewards these behaviours in the participating audience too.
To achieve this, the campaign flips the traditional AV model: rather than creating a film for TV and
running a version of it online, it features a film created for the internet, a version of which will run
on TV. Launched online first, the film is driven by a variety of different types of content, interactions and experiences, as well as seamless extensions to the overall narrative flow of the
This interactive film is at the centre of a wide-ranging, fully integrated campaign. It tests the
viewers’ desire to learn, their knowledge of the modern game, and hunger to succeed, rewarding
those willing to dig deeper.
Ed Elworthy, Nike Brand Communications Director said: “We really wanted to showcase the
hunger and impatience of young players breaking into the game. It’s an inspiration that is shared
not only by our audience, but, by the Nike brand itself.”
Interacting with the film not only proves challenging, rewarding and inspiring, it also arms young
footballers with information that will help them to go on to be better players, and to seize the
chance to shine out on the pitch.
Stuart Harkness, Creative Director at W+K London, said: “Nike has always stood for innovation.
So it’s a football spot about the next wave of players trying to break through, but it also rewards those hungry enough to find what it takes to make it, online, via hidden content in the film itself.”
Hidden content includes insight into Barca’s Academy with Pep Guardiola, an interactive fitness
workout with Cristiano Ronaldo, an embedded retail store, a football IQ test and even a Sega Sonic16 bit game collaboration. The full interactive experience sits on the Nike YouTube channel.
The film sits at the heart of a Nike Football campaign that's active throughout 2012 to find, hero
and fulfil the potential of emerging football talent. Since March, The Chance has been hunting
around the world for the best young unsigned players and giving them the tools and the stage to
show the world what they've got - and earn a chance to train with the top Nike clubs in the world,
including Barcelona, Inter Milan and Manchester United.
Of The Chance, Phil Haworth, CD at AKQA, said: “We're harnessing the potential of social media
to show us the real football heartland and help us uncover talent that might never have otherwise
been noticed. And as players realise their potential in front of a huge audience of their peers, Nike
Football is inspiring more young footballers everywhere to show they have what it takes.”
The film and interactive experience form a fulcrum for The Chance; not only do they feature talent
from the first wave of the programme, they elevate the competition, hero the participants, and
further Nike's ambition to narrow the gap between every day and top talent.
The overarching 'My Time Is Now' strategy and campaign idea was conceived by Nike Football in
collaboration with Wieden+Kennedy London, AKQA and Mindshare.
The ‘My Time Is Now’ film and interactive experience was created by W+K London, directed by Adam Berg and produced by Stink and Stinkdigital.
“The Chance” – now in its second year -- was created by Nike Football and AKQA, who also managed the global social media activation of the idea, alongside Mindshare who ran the media strategy and buying.
The Nike ‘Barbershop' content was created by LEG Paris.
ECD’s: Tony Davidson & Kim Papworth
Creative Director: Stuart Harkness
Interactive Creative Lead: Scott Dungate
Creatives: Ben Everitt & Ali Merry
Planning Director/Interactive Strategy Lead: Graeme Douglas
Planner: Oscar Powell
Account Director: Ryan Fisher
Account Managers: Alex Rogers & Martin Jackson
Exec Producer: Dannie Stewart
Producer: James Guy
Interactive Producers: Silvan Schreuder & Samara Zagnoiev
Interaction Design / UX Consultant: Dan Hon
ECD: Duan Evans
International Client Partner: Geoff Northcott
Creative Director: Phil Haworth
Associate Creative Director: Davor Krvavac
Planning Director: Dan Hill
Planner: Ben Taylor
Copywriter: Tom Reed
Senior Designer: Neil Gurr
Designer: Andreas Levin
Associate User Experience Architect: Zac Best
Social Media Executive: Dan Jones
Social Media Editor: Sherief Younis
Account Manager: James Annis
Group Account Director: John Wilson
Oliver Joyce – Partner
Ivor van Maaren – Account Director
Clare Sims – Account Director
Daniel Daynes – Account manager
Jonathan Chadwick – Global Partner
Adrien Robert – Global Invention Director
Alistair Lennie – Global Planning Director
Executive Creative Director – Gabriel Gaultier.
Copywriter – Dimitri Lucas
Art Director – Gregory Ferembach
Account supervisor – Thomas Kohn/Arnaud Dutant/Jessy Teboul
TV Production – Anne Mascorda/Xavier Favre