Canada has a reputation for being welcoming. Canadians have a reputation for being nice. But the World Cup is competitive, and Nike Canada is letting people know that Canada is out to win in its campaign by Wieden+Kennedy Toronto. The campaign references the intensely physical, aggressive and relentless spirit of the Canadian Men’s National Soccer Team.

The hero film, directed by David Helman, opens on what looks like a routine pre-flight announcement. The captains, Canadian superstar athletes, Marie-Philip Poulin (Montreal Victoire, Canada Ice Hockey) and Dillon Brooks (Phoenix Suns, Canada Basketball) address the cabin filled with soccer players and fans from around the world with a welcome message that gets progressively less welcoming, and ends with Dillon stating, “We hope you regret your stay”.

The campaign will run across social, and an OOH billboard at Sankofa Square in Toronto, on which the Canadian football team athletes’ aggressive play is underlined by the lines, Welcome to Canada. We hope you regret your stay. The campaign film will also be run on select Air Canada arriving flights, welcoming all guests during the tournament.

Credits:
Client: Nike
Executive Creative Directors: Caleb Jensen & Blair Warren
Marketing Director: Jesse Stollak
Head of Creative: Zarna Surti
Brand Management: Brittany Shelton
Creative Director: Ean Lensch
Creatives: Juju Kennedy & Haley Thomas
Marketing Directors: Ian Shepherd & Ali Cameron

Creative Agency: Wieden+Kennedy Toronto
Executive Creative Directors: Caroline Friesen & Robbie Percy
Art Directors: Matt Miller⁣, Tommy Yong, Dawson Courson & Logan Novak
Head of Production: Orlee Tatarka
Executive Producer: Kerli Teo
Producers: Linnea Goodman & Jalen Simms

Production Company: Iconoclast UK
Director: David M. Helman
Director of Photography: James Laxton
Executive Producer: Sophia Rothbart
Line Producer: Alex Waite
Production Supervisor: Tyler Stubb

Post Production, VFX, Music & Sound: Joint
Grade: Rare Medium TV


The Canadian campaign follows Nike’s global campaign, Rip The Script, by Wieden+Kennedy Portland, a rallying cry for young players everywhere to ditch the playbook and embrace attacking, creative, instinctive and joyful football.