Wieden + Kennedy London has released a new Nike spot, “Never settle, never done”, celebrating women’s sport in conjunction with the ongoing 2022 UEFA Women’s Euro.
The agency’s latest work, which features England football captain Leah Williamson alongside women and girls from various grassroots teams throughout Europe, is set to be rolled out across TV, online and social media.
Created by Ankita Tobitt and Ben Shaffery, the ad was directed by Valentin Petit, of Paris-based production house Division.
The spot follows on from Wieden + Kennedy’s Amsterdam office’s work celebrating the English women’s football team by projecting images of its players onto various famous landmarks to celebrate the start of the Women’s Euro, hosted by England.
Iconic English landmarks used for the campaign include the White Cliffs of Dover, the Royal Opera House, Tower Bridge, the National Gallery, Battersea Power Station and the Thames Flood Barrier.
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The tournament, which runs through to 31 July with a Wembley final will see games played at stadia up and down the country including Manchester’s Old Trafford, Sheffield’s Bramall Lane and Southampton’s St Mary’s.
A statement from Nike read: “Celebrating the athletes and the game today, whilst working for changes that will improve the future of the game need not be mutually exclusive concepts.
“The level of football has never been higher – investment, media coverage and crowds are at record levels – and more girls are involved in grassroots football than ever before. These achievements cannot be overlooked or diminished.
“But basking in the glory of the heights the game has reached cannot create complacency, we must never stop seeking more.
“More professional opportunities for women in football, more investment and access at all levels of the sport and more visibility through media coverage.”
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