NIKE - Awaken The Phantom

Integrated 2018 World Cup Product Launch

For the 2018 Fifa World Cup, Nike didn’t tell teens to buy a new pair of boots. Instead, we told the teens who’d go against those that bought them one thing: run for your life.

The campaign introduced to the world of football a dark and terrifying character called THE PHANTOM. A character without a face, a character without a home. A character anyone who bought the boots could become.

The global product launch was spearheaded by a 3 minute blockbuster of a film shot by Matthew Vaughn(director of Layer Cake, Kick Ass, Kingsmen franchise etc.) but really lived across social.

Rumours first started to swirl of a dark and foreboding character across athlete’s IG Stories. A mysterious whatsapp number circulated the internet which lead those brave or stupid enough to text it into direct contact with THE PHANTOM who let you see the film first.

Then across the globe underground football events sprang up for those who wanted to AWAKEN THE PHANTOM within themselves alongside a helpline for those with the ill fortune to cross paths with one.

Role: Creative.