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Group745
Group745
Group745
Group745
Group745
Group745
Nike: Ice Kings
03/06/2020
Group745
Advertising Agency
London, UK
2
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Credits

Insight

Russian professional footballers leave the country during the harshest winter months.

But the young players from the streets of Moscow keep playing through the bitter cold, no matter what Mother Nature throws at them. Minus 10, 15 or 20 – for them, football never stops.


Idea

Reward these hardcore snow football players with the ultimate experience – the key to the stadium their pro heroes leave empty in winter.

Nike held a 3-week snow tournament across Moscow, looking for the very best winter players. Within 48 hours, 1,400 had registered to compete in over 583 games – and 28 winners were crowned the Ice Kings.


Impact

With a social reach of more than 4.2 million, young Russians regarded Ice Kings as a badge of honour – it changed forever their perception of football in the winter.

It’s no longer just a time for pro players to escape to the sun, but for street footballers to rule.

Via the Nike Football App, the conquering Ice Kings were sent a digital key to scan and unlock Spartak Moscow's stadium as the national press looked on.


About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.