There is a new breed of football player emerging. Younger, smarter, and scared of no-one. Driven by the hunger to succeed. Armed with new tools and product innovation. Ready to step out of the shadows if given the opportunity.

The new Nike 'My Time Is Now' campaign celebrates this next wave of footballers, whether it's the participants in The Chance, Nike's worldwide hunt for football talent, or elite athletes looking to make an impact on the world stage.

But more than simply reflecting the defining qualities of hunger and impatience, this new global campaign provokes and rewards these behaviours in the participating audience too.To achieve this, the campaign flips the traditional AV model: rather than creating a film for TV and running a version of it online, it features a film created for the internet, a version of which will run on TV. Launched online first, the film is driven by a variety of different types of content, interactions and experiences, as well as seamless extensions to the overall narrative flow of the campaign.

This interactive film is at the centre of a wide-ranging, fully integrated campaign. It tests the viewers’ desire to learn, their knowledge of the modern game, and hunger to succeed, rewarding those willing to dig deeper.