Nike | Joga Bonito
World Cup China

'Play beautifully, or not at all.'
The Brazilian team’s spirit of ‘Joga Bonito’ is reflected in this calligraphic campaign of billboard posters for the World Cup. The manner and spirit of Joga Bonito literally translates as ‘play beautifully or not at all’. This very message was crafted in the elegant and dynamic style of traditional Chinese brush calligraphy.

In total there were 4 key executions to highlight Nike’s main star players (Henri, Rooney, Ronaldo, Ronaldinho) who are seen to exemplifiy this spirit of ‘Joga Bonito’.

Client : Nike
Agency : Wieden & Kennedy, Shanghai
Categories : Outdoor | Print | Digital

ronaldo4.6mX17.6m
Henry 4.6×17.6
Nike_China_JB_Ronaldinho
stadium-ronaldo3
stadium-henri1
ronaldinho-long5B
stadium-rooney1B
stadium-ronaldo2
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Works

Big | SwarovskiBig | Swarovski

Nike | KB 'Spirit of 81'Nike | KB 'Spirit of 81'

Nike | 'Polaroids'Nike | 'Polaroids'

Nike |GodoNike |Godo

BitgreenBitgreen

Ad council | Smokey BearAd council | Smokey Bear

Infiniti | Q60 ConceptInfiniti | Q60 Concept

Ad Council |Love, Your MindAd Council |Love, Your Mind

Mike's |No Yada YadaMike's |No Yada Yada |Sem Nhe Nhe Nhé

MU | DreamcasterMU | Dreamcaster

Target | SpringTarget | Spring

Nike | 'Condolence'Nike | 'Condolence'

MU | McEnroeMU | McEnroe

Vita Coco | Viva Vita!Vita Coco | Viva Vita!

Nike | Air Terra GoatekNike | Air Terra Goatek

ABI Michelob Ultra | Lap of Legends | F1ABI Michelob Ultra | Lap of Legends | F1

Nike | '81' FirepowerNike | '81' Firepower

Clinique | Smart ( 3 )Clinique | Smart ( 3 )

MU | CourtsideMU | Courtside

Nike | Rugby World CupNike | Rugby World Cup

Nike | Basketball ChinaNike | Basketball China

ABI | Bon V!vABI | Bon V!v

Sephora | Whatever Your BattleSephora | Whatever Your Battle

Howies | UKHowies | UK

QueercompanyQueercompany

Nike | JDINike | JDI

Nike | Passion To CreateNike | Passion To Create

ChapStickChapStick

Spotify | SpreadbeatsSpotify | Spreadbeats

Total by Verizon | DotTotal by Verizon | Dot

Walmart | Blog HerWalmart | Blog Her

Nike | 'Joga Bonito'Nike | 'Joga Bonito'

GSM | Brand ConceptGSM | Brand Concept

Time EuropeTime Europe

AbsolutAbsolut

Target | Up & UpTarget | Up & Up

GAP | Be Your own TeeGAP | Be Your own Tee