Take it to the next level is the challenge leveled in the new global football initiative created by 72andSunny and Nike to inspire, motivate and help footballers become better. The cornerstone of the launch is a two-minute film directed by Guy Ritchie through Anonymous Content called The Next Level, which takes viewers literally inside the head of a rising football star competing against the world's top athletes and clubs.
"Taking your game to the next level is the obsession of every footballer, whatever your ability. Our job is to provide inspiration to help them get there," said Glenn Cole, co-founder of 72andSunny. "Helping Nike in its mission to be the number one brand in the world's number one sport is a great opportunity."
The two-minute film is shot from the POV of the player himself so the viewer experiences a life of success and failure, grit and glamour, plus the concussions, knocked-out teeth and rigorous training that come with the territory. The hero, a star for his amateur club, is spotted by Arsenal manager Arsene Wenger and recruited to play against the world's best, including Cristiano Ronaldo, Zlatan Ibrahimovic, Ruud Van Nistelrooy, Ronaldinho and Wayne Rooney. "We wanted it to be intense, aggressive and real: Equal parts ballet and train wreck," added Cole. "Not surprisingly, Guy Ritchie came to mind."
"72andSunny has been an all-round creative and strategic partner who translated our football mission into a fresh and exciting campaign that will touch the heart of football crazy teens," said Paolo Tubito, brand communications director at Nike. "72andSunny was fast, collaborative and creative, from start to finish."
The campaign is supported by print, online content, television, cinema and outdoor components that dimensionalize the idea across a range of players and scenarios. The two-minute film premiered internationally on April 29 coinciding with the Champions League semi-final between Manchester United and FC Barcelona.