The brief was aimed at inspiring football-crazy kids to pursue their dreams of playing professionally. A limited number of Nike shoeboxes were transformed to house a stadium within by inserting a printed sheet of the stadium interior with embedded sound chips. So you could hear the crowd go wild when the box was opened. Nike took the opportunity to ride on their latest soccer boots, which were developed together with professional players for enhanced performance. Great interest was generated for the soccer boots which led to word of mouth amongst the football-crazy kids. Nike's position as the number one supporter was reinforced with their unrelenting belief in talent.
Agency: Publicis, Singapore.