We don't have many rules round here.

But we stick hard and fast to those we do.

Under no circumstances can shoes be worn in the Padded Cell.

So when you don't have time to take them off?

Do like Tony D.

Nike's global football campaign, 'My Time Is Now' launched last year and was just awarded a gold prize at the 2013 One Show, which recognises the best interactive work from around the world.

This campaign celebrated and rewarded football-obsessed teenagers wanting to become the best players they could be. Rather than creating a film for TV and running a version of it online,  we created  a film specifically for the internet, a version of which ran on TV around the world. The campaign was driven by a variety of different types of content, interactions and experiences rewarding the young players on and offline, through technical, mental, stat-based and entertainment-led experiences.

W+K London partnered with Stink  to produce the campaign. With a total of 35,433,094 views online in its first four  weeks, the film was the #1 most viewed ad on YouTube in 2012.