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Nike becomes the Lionesses' biggest cheerleader, beamvertising them onto the white cliffs of Dover

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."

You've never seen an icon like this. Leah Williamson is never done.

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. 

You've never seen power like this. Lucy Bronze is never done.
You've never seen defense like this. Demi Stokes is never done.
You've never seen speed like this. Lauren Hemp is never done.

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. 

You've never seen an artist like this. Keira Walsh is never done.

“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. 

You've never seen a performer like this. Georgia Stanway is never done.
The lionesses on the white cliffs of Dover.

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Anonymous Adgrunt's picture
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Dabitch's picture

p.s, they also shared it on the team's Instagram.

View this post on Instagram A post shared by Lionesses (@lionesses)

Andreas-Udd's picture

This is so damn good.