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Nike is celebrating Russian footballers this World Cup year in a film from a campaign called 'Never Ask'.

The latest work from Wieden+Kennedy Amsterdam coincides with the World Cup and celebrates the spirit of the 'korobka' or murals known to dominate Moscow. Artistically, it shows a kid learn how to play football on the streets and become a star.

Fyodor Smolov, a professional football player who fought his way from a bench-warmer to the leading scorer of the country, leads the campaign. Nike as a non-sponsor of the World Cup also activates around syncronized swimming and and a blind runner in athletes Aleksandr Maltsev and Elena Fedoseeva respectively in two other films.

The campaign was designed to show the highs of lows of sport in Russia. Over 240 murals between 2- to 16-metres have been erected in Moscow as part of the campaign.

Nike is activating around its national sponsorships while Adidas also enjoys shipping with World Cup materials. Recently the brand paid tribute to a classic Ronaldo ad. 

 
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Back to Russia. Vote for The Korobka Never Asks below in The Drum's Creative Works and check out the rest of our World Cup coverage here

Wieden + Kennedy London: Nike 'Never Ask'

Agency: Wieden + Kennedy London
Client: Nike
Date: June 2018
Nike celebrates pioneering spirit of new generation of Russian athletes
“Never Ask” athlete films launch in Russia ahead of this summer’s football tournament
Nike unveils a series of films which highlight the unbreakable determination of three athletes from Russia.
The athletes featured in these films are Aleksandr Maltsev , the first and only professional synchronized swimmer in Russia; Elena Fedoseeva , a blind runner who participated in dozens of races; and Fyodor Smolov, a professional football player who fought his way from a bench-warmer to the leading scorer of the country.
 
Credits:
 
 
 
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director
Eric Quennoy, Mark Bernath
Creative Director
Craig Williams, Evgeny Primachenko
Art Director
Hannah Smit (Korobka film),
John Filipe (Athlete films, Social films, GIF Stickers),
Copywriter
Bernard Hunter (Korobka film, Athlete films, Social films),
Lee Bolton (Freelance - Athlete films)
Russian Copywriter
Alexander Dobrokotov (Freelance)
Head of Broadcast Production
Joe Togneri
Executive Producer
Michael MacMillan (Korobka film)
Broadcast Producer
Javier Perroud (Athlete films), Jaime Tan (Athlete films), Khalid El Khouani (Social films), Cory Chonko (GIF Stickers)
Planning Director
Stephane Missier
Junior Planner
Anna Leonte
Communications Planning Director
Hillary Heath
Group Account Director
Kathryn Addo, Alyssa Ramsey
Account Director
Amber Martin
Account Manager
Molly Rugg
Head of Design
Joe Burrin
Studio Director
Lizzie Murray
Studio Designer
Steele Bonus (Korobka film)
Project Manager
Loes Poot
Business Affairs
Akvilina Jaskunaite (Korobka films/Social films/GIFs), Kacey Kelley (Athlete films), Belen Jerez (Athlete films), Emilie Douqué (Athlete films)
 
FILM PRODUCTION: KOROBKA FILM
PRODUCTION COMPANY           
RIFF RAFF FILMS
Director
David Wilson
Producer
Cathy Hood
Executive Producer
Matthew Fone
Director of Photography - Live Action
Benoit Soler
Director of Photography - Stop Frame
Toby Howell
Wardrobe Stylist
Vasilisa Gusarova
Production Designer
Egor Teretshenkov
Line Production
Hype Production
 
 
EDITING COMPANY
TRIM
Editor   
Thomas Grover Carter
 
 
ANIMATION COMPANY
WIZZ
Director
CRCR
Producer
Matthieu Poirier
 
AUDIO POST     
WAVE STUDIOS LONDON
Sound Designer/Mixer                      
Parv Thind
 
MUSIC
 
Artist / Title        
Joan Jett / Bad Reputation
Music Company 
Blackheart Records Group Inc.
 
POST PRODUCTION
GLASSWORKS AMSTERDAM
Lead Flame Artist
Kyle Obley
Flame Artist
Alex Pattinson
VFX Set Supervisor
Darren Macpherson
Colourist
Scott Harris
Producer
Lauren Loftus
 
FILM PRODUCTION - ATHLETE FILMS
PRODUCTION COMPANY           
SOMESUCH
Director
Daniel Wolfe
Producer
Lee Groombridge
Executive Producer
Seth Wilson
Director of Photography
Monika Lenczewska
Wardrobe Stylist
Hannah Edwards
Production Designer
Vladimir Radlinskiy
Line Production
Radioaktive Film
 
EDITING COMPANY
TRIM
Editor   
Tom Lindsay, Dave Davis
Edit Assistant
Ed Hanbury
Producer
Polly Kemp
 
AUDIO POST     
GRAND CENTRAL RECORDING STUDIOS
Sound Designer/Mixer                      
Raja Sehgal
Additional Sound Design
Aaron Taffel
 
MUSIC - SMOLOV
Optimo (MM remix)
Artist / Title        
Liquid Liquid & MassiveMusic
Music Company 
99 Records & MassiveMusic
 
 
MUSIC - FEDOSEEVA
Swan Lake Suite Op. 20 (Reworked)
Artist / Title        
Tchaikovsky
Music Company 
Universal Production Music & MassiveMusic
 
MUSIC - MALTSEV
 
Artist / Title        
Phil Kay/ Never Say Never
Music Company 
Woodwork Music
Producer
Andy Oskwarek, Sam Phillips
 
POST PRODUCTION       
THE MILL
2D Lead Artist
Dan Williams & Carl Norton
2D Artists
Fergal Hendrick, Rebecca Clay, Jose Caballero, Alfie Vaughan, Georgina Ford, John Thornton
3D Lead Artist
Philip Maddock
3D Artists
Vaclav Cizkovsky, Andrew Bartholomew, Edward Hicks, Sergio Xisto, Kate Gabrielova, Peter Agg, Maria Carriedo, Alain Thay, Carlo Carfora, Luis Cancio, Will Burdett, James Hansell
Colorist (Framestore)
Simon Bourne
Producer (Framestore)
Chris Anthony
 
FILM PRODUCTION - SOCIAL FILMS
PRODUCTION COMPANY           
RIFF RAFF
Director
Finn Keenan
Director of Photography
Finn Keenan
Producer
Tom Birmingham
Executive Producer
Matthew Fone
 
EDITING COMPANY
WIEDEN + KENNEDY AMSTERDAM
Editor   
Finn Keenan, Joe Walton
Animator
John Beckers
 
AUDIO POST     
WAVE STUDIOS AMSTERDAM
Sound Designer/Mixer
Randall Macdonald
Sound Editing
Juan Pablo Thummler
Audio Post Producer
Estelle Papougnot
 
POST PRODUCTION       
GLASSWORKS AMSTERDAM
Lead Flame Artist
Kyle Obley
Flame Artist
Alex Pattinson, Alexis da Camara
After Effects Artist
Hugo Rodriguez
Colorist
Scott Harris
3D Artist
Claudio Pavan
VFX Producer
Dave Moore
 
INTERACTIVE PRODUCTION - GIF STICKERS
PRODUCTION COMPANY           
LISBON STUDIO
Director
Thomas Ormonde
Producer
James Lowrey
 
LAUNCH - OOH
PRODUCTION PARTNER             
FACES & LACES MOSCOW
Tags: Russian Federation
 
 
 
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