Write The Future Press Kits

by Ed Smith

As part of Nike’s Word Cup campaign Write the Future, Wieden & Kennedy created a film suggesting how Wayne Rooney’s life might unravel if he had never played football. The video showed a bearded Rooney living alone in a ramshackle caravan eating baked beans.

We were commissioned to produce a press kit to generate tabloid interest in the campaign. We took tins apart and put a ‘Rooney beard’ inside each one, along with a header card describing the caravan concept. After re-labeling the tins, we distributed them to football journalists.

See the ad filmed by Wieden and Kennedy here

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