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2018 marked a new era for Nike World Cup marketing strategy. Rather than going big with one film, we created multiple athlete and team stories told at the pulse of the tournament through multiple channels. The one connecting filter in which to tell all these stories was the irrational uncompromising self belief our athletes share.

We interviewed each athlete to uncover a unique angle on self belief. The athlete story became the backbone for each individual campaign.

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A homage to the classic '66 was a great year for English football advert by Simons Palmer Denton Clemmow and Johnson.

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