In the run-up to a busy summer of European football, B-Reel London has created the latest integrated campaign as part of the Nike’s global football platform ‘Spark Brilliance’. Featuring Poland’s team captain and top striker, Robert Lewandowski, the work celebrates a new generation of Polish players – ‘Generation Lewandowski’.
‘Generation Lewandowski’ pays homage to the increasing talents that are emerging from Poland, inspiring a new generation of players and fans. Acknowledging the new mentality and pride at the heart of Polish football, the work celebrates a highly motivated and dedicated generation of young players whose currency is goals, delivered through professionalism, optimism and on-pitch brilliance, all sparked by one man – Robert Lewandowski.
The work is an inspiring call-to-action for football fans in Poland and across Europe wanting to be a part of the moment; offering the chance for them to create their own posters and ‘join generation Lewandowski’.
The story will be told as a series of mini-episodes via social channels, and will be supported by outdoor and TV assets.
This is the second project B-Reel London has created for Nike, and the work combines high production values with the short-form format of social, to deliver a brand story in multiple parts. The films were produced by sister company, B-Reel Films, and directed by acclaimed feature films director Mikael Marcimain.
Davor Krvavac, Creative Director at B-Reel London comments: “Our aim was to take the high production values of traditional brand communications to an innovative micro-series format delivered through the social channel. We worked closely with the feature director Mikael Marcimain to take the campaign storytelling to a different level, making this exciting and tight collaboration with Nike a milestone for us at B-Reel London. It’s a stake in the ground and a vindication of our mission to offer something fresh and genuinely better to our clients.”
Marking a conscious shift to working directly with brands and delivering world-class strategy, creative and innovation, B-Reel already works with brands like American Express, Nike, Spotify, B&O Play, Google and HTC. B-Reel is sister agency to the established B-Reel Films production company. B-Reel Films continues to operate as a production partner for the agency, facilitating high production value across all creative delivery.
Founding Partner at B-Reel London, Johannes Ahlund comments: “At B-Reel we have a genuinely flat structure, eschewing the standard siloed model, as well as many of the traditional functions, enabling us to work fast and iterative, be creative and have fun, together with our clients, and that is certainly the case with Nike.
“Our mission and our ambition is to challenge and disrupt the accepted wisdom of what a creative agency is and how it behaves. We are agile. We are lightning fast. We are creative. We are fearless. We are idiosyncratic. We are fresh. We are innovators. We are made up of world class agency people that have come together to redefine what a thoroughly modern agency should be. I think that the communication we are doing with some of the most exciting brands in the world, shows that our model is working.”
The campaign launches May 5 across digital channels; Instagram, Facebook, and Nike.com, and is supported by Outdoor and TV assets.