Risk Everything is dramatic. Tense, gritty…a sense of pressure is palpable. This W+K Portland ad will be remembered.

It has been four years since W+K has had to outshine Adidas’ sponsorship of FIFA. Write the Future was a complex, 3 minute epic of an ad that interwove spectator and player points of view into a story about power and potential.

Risk Everything is leaner and meaner…and even more powerful for it. The 60 second spot features Portugal’s Cristiano Ronaldo, Brazil’s Neymar and England’s Wayne Rooney, shown preparing for a game the world will watch. Not FIFA, mind you. Nike can’t do that.

The insistent beat of Ronaldo’s footsteps pushes the ad, and the theme of pressure, forward. Commentators speculate. And then two title appear, “Pressure shapes legends,” and, “Risk everything,” hot on its heels. The skull logo is an eerie touch. The ad directs its audience to a site, Nike.com/riskeverything. There, Nike’s message becomes personal, “Don’t just watch them, join them.” Users ‘join them’ by joining local Nike sponsored football tournaments in cities like Rio De Janeiro, Los Angeles, New York, Madrid, Berlin, Sydney, Tokyo and Beijing…and by submitting content about how they risk everything.

Creative Credits:

Agency: Wieden + Kennedy
Creative directors: Alberto Ponte & Ryan O’Rourke
Interactive director: Dan Viens
Copywriters: Rick Herrera & Jeff Salomonsson
Art Directors: Stuart Brown, Johan Arlig & Sezay Altinok
Producer: Andy Murillo

Production Company: Reset (representing Academy)
Director: Jonathan Glazer
Executive producer: Simon Cooper / Jeff McDougall
Line Producer: Simon Cooper
Director of Photography: Barry Ackroyd /  Alex Barber

Editing: The Quarry and Rock Paper Scissors
VFX: The Mission
Music+Sound Company: Original music by Squeak E Clean
Mix Company: Barking Owl