The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Magazine / Full Page or Spread - Campaign
Annual ID
11164A
About the Work
Every four years, the keys to football heaven are dangled in front of the international elite. One goal, one pass, one game saving tackle can be the difference between fame and forgotten. What happens on the pitch in that split second has a ripple effect that goes beyond the match and the tournament.
?Write the Future? was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them.
Our goal was to weave the brand into the conversations around this major tournament in a way that celebrated the participating teams and athletes and engaged football fans around the world.
The print element of the campaign showed viewers that the tournament is the ultimate chance for players to make their name, and write the future. Football history is written on the pitch. Nowhere else. And although you have ninety minutes out there, success is a matter of seconds. One single moment can change everything. With this idea we ?captured? our athletes during game-changing moments, in the heart of the action, and turned them into statues. We made them immortal in marble, bronze, stone, iron, Ivory and patina copper.
?Write the Future? was a messaging platform that allowed Nike to show how football creates this ripple effect. It allowed us to give a glimpse into the future to see what the players were really playing for, in their own lives and the lives of those that follow them.
Our goal was to weave the brand into the conversations around this major tournament in a way that celebrated the participating teams and athletes and engaged football fans around the world.
The print element of the campaign showed viewers that the tournament is the ultimate chance for players to make their name, and write the future. Football history is written on the pitch. Nowhere else. And although you have ninety minutes out there, success is a matter of seconds. One single moment can change everything. With this idea we ?captured? our athletes during game-changing moments, in the heart of the action, and turned them into statues. We made them immortal in marble, bronze, stone, iron, Ivory and patina copper.
2011 Awards
Total Points: 5
Merit
Credits
Agency
Wieden + Kennedy Amsterdam
Art Director
Chris Thurman
Creative Director
Mark Bernath
Eric Quennoy
Photographer
Getty Images
Typographer
Pierre Janneau
Writer
Ebba Hult
Related Awards
