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Wieden + Kennedy Amsterdam’s “Write the Future” campaign for Nike, which ran during the 2010 World Cup, has been more or less celebrated to death. Yesterday, the shop put out new work for the brand, this time around Latin America’s regional contest, Copa America, happening now. The latest spots feel (understandably) smaller: Less high drama and more local, framing the competing countries as (depending on the language) “Bairros” or “Barrios,” – neighborhoods. Still, it continues Nike’s – and generally, sports' – tradition of using big names to push its brand, featuring stars like Argentine veteran Carlos Tevez and Brazilian prodigy Neymar da Silva Santos Junior kicking the ball around, and otherwise cavorting, with citizens.
It wouldn’t be good advertising, though, without at least a little hyperbole: “This isn’t just a tournament.
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