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- Nike World Cup - "Dare To Become"

Nike World Cup - 2018

China is optimistic about a lot of things, but football isn’t one of them.
A long history of not being great at football has created a nation of
fans who refuse to imagine a future that’s not more of the same.

So we showed them one.

Within four days of launching, it was viewed over 170 million times.
It sparked debates online about a whole bunch of stuff in Chinese that
I couldn’t read. And the Chinese government-run newspaper, Global Times,
shared it on their social channels. So, I guess I made propaganda.


Role: Creative Director
Partners: Dong Hao (CD) Josh King (CW/AD) Max Pilwat (CW/AD)
Director: Ian Pons Jewell