Nike celebrated the beautiful game in December with the launch of a spot starring France and PSG footballer Kylian Mbappé called ‘Love Your Dream Until it Loves You Back’.
The spot, created by long-time Nike agency Wieden & Kennedy Amsterdam, tells a biopic style story about Mbappé’s rise from his local neighborhood pitches in the Paris suburb of Bondy to playing in the greatest stadiums of the world and how through it all he has stayed true to his dream.
The new campaign seeks to explain Mbappé’s success through his determined focus and his unstoppable love for the game and how, beneath the success, he remains the same child he always was – a kid who simply wants to play football.
The creative approach sees both a young and a current Mbappé train, dribble, score and celebrate side-by-side spot as the younger version dreams of a future in the spotlight and the older player reaps the benefits of years of hard work and good habits.
The tagline neatly sums it all up: Love your dream until it loves you back.
Ass well as the hero film, the campaign included a mural of the young Kylian asleep and dreaming of being his older self which was painted on a giant wall in his home suburb of Bondy on 20 December.
The campaign also promotes the launch of Mbappé’s first personal Nike collection.
The campaign was created by a Wieden + Kennedy Amsterdam team which included ECDs Eric Quennoy and Mark Bernath, Creative Directors Evgeny Primachenko and Craig Williams, plus Creatives Cassandre Gouraud, Jeffrey Lam, Tim Coleman, Aurelien Liguori and Alex Bower.
The spot was directed by Brent Harris via Soixan7e Quin5e.
The visual artists behind the mural was Akiko Stehrenberger (represented by artist agent HRepresents) and the painters were Global Street Art.
Comment:
This spot offers an introspective perspective of the 20-year-old Mbappé – now widely regarded as one of the best footballers on the planet,
There is certainly something moving about seeing Mbappé’s younger self full of such ambitions – most of which he’s now achieved.
Links:
Nike
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
Wieden & Kennedy London
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