AWAKEN YOUR MADNESS
AWAKEN YOUR MADNESS
Kylian Mbappe, Erling Haaland and Vinicius Jr are regarded as some of the best footballers in the world right now, each with respective large followings. When you make it look this easy, it’s not surprising that young kids assume these elites got to where they are today through raw talent, and don’t realise the true extent of the obsessive commitment the best in the world have to winning. This piece of work aimed to inspire the next generation of footballers through demonstrating that anyone can become a serial winner, you just need to awaken the madness which propels you to do whatever it takes to get there.
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The film portrays 3 individual stories of sacrifice that intertwine and become more extreme until they eventually collide. It opens on a young Haaland barreling a ball through the Norwegian woods. He stops and stares directly at us, with a cheeky glint in his eye, before letting a menacing grin loose. This is the beginning of his obsession.
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From there, we’re plunged into the worlds of Mbappe, Haaland and Vinicius Jr., on a journey exploring the minds of the world’s greatest, and the mad lengths they go to for footballing brilliance. From cryochambers, popping blisters, training sessions that would make us mere mortals scowl, we’re reminded that these athletes have tapped into something most of us haven’t. A little madness.
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It’s an unfiltered take on what it takes to be the best; one that has half of us shaking our heads and the other half ready to take obsession where we’ve never taken it.
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Upon release, the anthem exploded, significantly outperforming the benchmark for reach, engagement and views across the 3 key social platforms. Most notably, receiving +1300% and 3100% views compared to the benchmark on Instagram and Youtube respectively. As well as 2300% reach and 635% engagement (vs benchmark) on X. Public sentiment was overwhelmingly positive and celebrated 'a return to classic Nike ads', contributing to the brand's ambition to maintain its position as a voice of authority in the football space.