MEET LIL MBAPPÉ- AN MBAPPÉ THAT FITS IN YOUR PHONE!
2022 Social Activation
In 2022, Nike realised that kids didn’t just want to see Kylian Mbappé in a commercial. They wanted to get close to him, learn from him, train with him, hell, just chat with him. But back then, he was just one man.
So we made Lil Mbappé - a smaller, digital version of the footballer. So now there’s two! Well, one and a bit.
Working with Kylian and Aardman Studios we built the character, refined his characteristics and personality so kids would love him like the genuine article. Then with the Victor Frankenstein-like powers of Unit9 we brought him to life through a week-long takeover of @NikeFootball on Instagram. Where every day kids could interact with him through a rather relentless and fiery chatbot. Every day he’s send them challenges to get them moving, from a video challenge about kicking socks into a basket, to a dance track that gets… a little out of control.
In the end, kids spent on average over 10 minutes engaging with the little spicy dude and only wanted more. Perhaps in the future, we’ll need to create for Lil Mbappé his own Micro Mbappé.
Role: Creative Director.