For the end of August new season kick-off, a giant city-specific billboard was erected on the side of Juventus’ stadium asking new star striker Christiano Ronaldo ‘What Have You Done For Us Lately?’
The out-of-home poster, created by Wieden & Kennedy Amsterdam, was erected on the side of the super star’s new club stadium – known as the Allianz Stadium since July 2017 – on the eve of his opening home game of the season.
The billboard lists of the player’s most impressive accomplishments: 15 trophies, 573 club goals, scoring in 11 straight league games and being crowned FIFA’s player of the year five times.
The copy closes with a challenge from Ronaldo’s new club and country: “Now forget it all, and do it again.”
The message is simple – Juventus supporters and Italian football fans have high hopes for Ronaldo and are hoping to see him repeat the kind of on-pitch magical performances he pulled off for Real Madrid and Manchester United.
The campaign was created for Nike by an agency team that included ECD’s Eric Quennoy and Mark Bernath, creative directors Evgeny Primachenko and Hannah Smit, art director Zeynep Orbay, copywriter Macie Soler-Sala, plus group account director Kathryn Addo, account director Amber Martin, account manager Cassandre Beck, head of planning Martin Weigel, planning director Stephane Missier, comms planning director Hillary Heath, head of design Joe Burrin, studio director Lizzie Murray, studio designer Gustav von Platen, studio artist Noa Redero, plus project manager Loes Poot and head of business affairs Michael Graves.
Comment:
The signing has had a huge effect not just on Juventus fans but right across Italy.
Many Italians have felt somewhat glum over the somewhat second tier status of its top league – Serie A (also called Serie A TIM due to the telco’s title sponsorship).
Especially following its 1980s reign as the world’s pre-eminent domestic football league.
But when Ronaldo joined Juventus after nine years at Real Madrid, the country and league can finally claim to have one of the world’s top two stars playing in its ranks.
Links:
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Wieden+Kennedy Amsterdam
