NIKE
Nothing brings a country together like the Football World Cup. This reactive work was intended to amplify a feeling of solidarity and galvanize the football community. With the finals kicking off a week before Christmas, it had to be tactical while also celebrating a moment of togetherness. We wanted something iconic, led by a simple design solution, immediately capturing a moment and building on the local cultural conversation.
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CREATIVE DIRECTOR / Evgeny Primachenko, Craig Williams
COPYWRITER / Jowi Len Kemper
ART DIRECTION / Juliana Migueis
AGENCY / Wieden+Kennedy - Amsterdam
December '22
Portugal
"Football is ours"
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Hacking the country's flag into a football pitch, sending a message to the rest of the world, that football belongs to Portugal.
Fly our Flag
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The moment victory strikes, the custom flag is given to the players, the fans and the nation.
Celebrating Victory ​
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The days after, players will arrive in Lisbon wearing custom shirts and join ongoing celebrations of their win throughout the city.
Light up the city​
Europe was dealing with an energy crisis so instead of wasting energy, why not create more of it? With a kinetic football field powering a Christmas tree in the middle of Lisbon's Commerce Square.
The Netherlands
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Unlike any other, the Dutch have faced a bitter taste of defeat throughout history. From losing the '74 finals to Germany, the '78 finals to Argentina and the '10 finals to Spain. If they won in '22, their perseverance would be celebrated, one of a nation that never gave up. Three design approaches were created to honor Dutch typography.
Flaunting the win ​
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After the final whistle blows the message of Dutch perseverance will be seen on the players, spread throughout the city, and translated into merch.
