Nike 'joy' by Wieden & Kennedy

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The Eric Cantona-fronted "Joga Bonito" campaign to beautify the beautiful game has been extended with five new Nike spots, one of which features archive footage of Ronaldinho playing as a schoolboy. "Joy", created by Wieden & Kennedy Amsterdam, follows a game of football which switches between Ronaldinho playing as a skilful youngster and the even more talented player he is now. The five spots -- "joy", "honour", "heart", "skill" and "team" -- were designed to highlight the core values of football and continue Cantona's battle against cynical play and theatrical histrionics as the sport gears up to the 2006 World Cup Finals. The ads each star a number of international players, including Thierry Henry, Christiano Ronaldo, Zlatan Ibrahimovic and Wayne Rooney, whose game and playing style embodies one of the values.

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Released: 04 April 2006

Credits

Project
Joga bonito - joy
Client
Paolo Tubito, director of brand communication, EMEA; Adam Collins, brand communications manager, Nike
Brief
Create a worldwide multimedia campaign that reinforces Nike's position as the sole custodians of beautiful football
Creative agency
Wieden & Kennedy Amsterdam
Writers
Johan Dahlqvist, Carlo Cavallone
Art directors
Johan Dahlqvist, Carlo Cavallone
Planners
Paul Mukherjee, Mel Shannahan
Media agency
MindShare
Media planner
Dominic Fawcett
Production company
Smith & Jones
Director
Ulf Johansson
Editor
Adam Marshall, Whitehouse
Post-production
The Mill
Audio post-production
Wave
Exposure
International TV 

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