Nike France: Hello

19 March 2010, Amsterdam: In anticipation of the final Six Nations rugby match tomorrow, Nike via Wieden + Kennedy is launching a print and OOH campaign that humorously plays on the classic rivalry between the French and English Rugby squads.In the history of the Six Nations, the battle between France and England has always been the most fierce and respected match-up.

Nike wanted to pay homage to the tournament finale, also known as ‘The Crunch’, with a clever play on the way the French treat their English guests. A warm welcome from the French rugby team to their arch rivals, England. What makes this match even more exciting is that it not only marks the 100th Anniversary since their first match-up, if France beats England they will take the Grand Slam Trophy home.The print and OOH, shot by Christian Weber, features a series of shots with a visibly scarred body part that has been stitched-up with the word 'HELLO'. The raw and graphic photography and art direction illustrates the 'souvenirs' the French players will leave their English opponents with after the match. Should France beat England to take home the Grand Slam trophy, there are further surprise tactical print executions the fans and players can enjoy after the match.
English translations of the print campaign/'HELLO' France welcomes her English friends. We look forward to a nice 100th anniversary match.