Absurdly Good
Absurdly Good

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Dream Makers
Dream Makers

Nike – Smile

The challenge

Create a film and out of home campaign to celebrate Mo Farah’s historic track career.

What we did

As Mo Farah stepped onto the London Stadium track at the 2017 World Championships, Nike wanted to celebrate the tremendous sacrifice and resilient mindset behind his record-breaking track career…and unbeatable smile.
Most people perceive Mo as the guy who smiles and throws his Mobot around. However, our film chronicles the unseen gruelling journey and mental strength behind his smiley persona. The spot, directed by Mark Zibert and produced by Rogue films, gives viewers an unprecedented insight of Mo’s journey and toughest training moments, set against the backdrop of London where Mo grew up.
A powerful tribute from London-born spoken word artist George the Poet captures the human truth we all recognise; that behind every smile, there is a story that is never as easy as it seems.
The film was supported by reactive OOH work, which appeared around the London stadium after Mo’s final races.

The effects

Recently launched, we’ll be keeping an eye on results to report on impact and effectiveness in the near future.

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