From Tower Bridge and Battersea Power Station, to the Thames Barrier and The White Cliffs of Dover, England Football kit partner Nike projected huge images of the stars of England’s UEFA Euro 2022 team in an outdoor spearhead strand of its ‘You’ve Never Seen England Like This’ campaign.
Several standout players from the team – including Lucy Bronze, Lauren Hemp, Georgia Stanway, Demi Stokes, Keira Walsh and Leah Williamson – were projected as superheroes across English landmark locations, famous buildings and iconic monuments in images and places that reflect each player’s abilities, skills and qualities.
For example, Lucy Bronze (whose nickname is ‘Tough’) represents power on Battersea Power Station, Keira Walsh (a player known for her creative style of play) is projected on London’s National Gallery, Demi Stokes (a stalwart defender) appears on the Thames Barriers, and Georgia Stanway (an entertainer and performer) is projected across the Royal Opera House.
The creative executions blend the players with the red and white design of The Football Association and England Football’s St George’s Cross symbol.
The giant outdoor projections were amplified socially across Nike, England, personal player and influencer platforms to maximise reach and engagement.
The ‘You’ve Never Seen England Like This’ campaign, created by agency Wieden & Kennedy Amsterdam, leverages the sportswear behemoth’s kit partnership with The Football Association, to celebrate the Lionesses and build excitement and support around the tournament across the host nation.
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Nike isn’t the only brand to have projected a Lioness on the White Cliffs of Dover for the tournament. Travel brand Snaptrip also projected a huge, 200-foot image of England striker and England women’s all-time leading goal scorer Ellen White onto the famous chalk cliffs ahead of Euro 2022 as part of an initiative e which also encouraged football fans to sign the brand’s petition to rename the popular tourist destination ‘The Ellen White Cliffs of Dover’ for the duration of the Euros.
It’s the (Ellen) White Cliffs of Dover!
Travel brand @SnaptripUK project England star onto iconic venue ahead of Euros. pic.twitter.com/CV5Uuekb0t— Marc Webber (@marcwebber) July 1, 2022
Nike’s England activation is one of several tournament linked campaigns from the US sports apparel and equipment giant with other campaigns including ‘Never Settle, Never Done’ and a ‘Rebel Girls Collaboration’.
Nike is just one of a number of brands running activations around the UEFA 2022: other notable marketing initiatives include BT’s EE ‘Hope United’ campaign tackling online sexist hate, DfB sponsor VW’s ‘Not Women’s Football‘.
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