//** * * */
You can’t miss the Lionesses. Weiden+Kennedy, Amsterdam, has made well sure of that with this new Nike campaign. As the UEFA's Women's Euro 2022 football tournament kicks off, Nike is beamvertising on iconic places and high-profile locations. Each player is highlighted with a bit of wordplay, both for the player's skill and the location chosen. The coves of Dover shows six players, with the headline "You've never seen England like this."
Ellen White and teammates was projected onto the (white!) cliffs of Dover, Leah Williamson’s image was blown up onto Tower Bridge and Lucy Bronze stood tall on Battersea Power station.
The places reflect the player's skills, Lucy Bronze is the toughest and most powerful player. Keira Walsh is known for her creativity, so she was projected onto the national gallery. Defender Demi Stokes was projected onto the Thames Barriers.
Leah Williamson is iconic, and so is the Tower Bridge. Georgia Stanway who is an incredible performer was naturally projected onto the Royal Opera house.
The Art Direction is quite clever as well, they need a lot of white to be able to project properly, but they have still incorporated the England flag derived from Saint George's Cross in the ad by turning parts of the player's image red so you see a red cross still. This really knocks it out of the park.
“Never Settle, Never Done” highlights Nike's support for the women’s game, and this stunt rallied Lionesses' fans as the tournament kicked off. Hell, it got me excited, and I do not root for England.
Big props to whoever it was on the team that secured the rights to project onto these landmarks. Well done all around.