Nike’s ‘Write the Future’ Scores Big Time at Cannes

Write the Future,” the blockbuster Nike spot created out of Wieden & Kennedy, Amsterdam, that imagines the potential future of various soccer stars should they go on to win the World Cup, took home the Film Grand Prix at the Cannes International Festival of Creativity.

A post by AdAge’s Ann Christine Diaz delved into details of Nike’s victory. The jury consisted of Y&R Global Chief Creative Officer Tony Granger who presided over 22 jurors from 20 countries.

Apparently, “Write the Future” and “After Hours Athlete” (which tonight also earned the film craft Grand Prix after earlier winning the outdoor Grand Prix) were the top contenders.

She quoted Mr. Granger saying how “Both are beautiful, timeless, brilliantly executed films. Every single detail in both those films has been polished and meticulously looked at. We were inspired by both. And after a lot of deliberation and re-voting, which was really neck and neck, ‘Write the Future’ won.”

As for why it won, at the end of the day, the Nike one “just connected more emotionally. The whole way the movie creates an emotion and leaves you feeling very inspired, pumped up. You feel really good after watching this commercial.”

You’ll note that in my original write-up, I was very pumped up by the campaign — especially since it was a guerrilla effort (Nike wasn’t an official sponsor of the FIFA World Cup).


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