This was the final part of the South East Asia Nike Football Crazy Kids (FCK) campaign which comprises TV, print and event. The insight was that these FCKs dream of playing for their country first, before clubs. The whole campaign was about encouraging kids to continue their passion for football and hopefully play for their respective national teams. This creative solution keeps the dream alive for FCKs, that, one day, they will be playing in a real stadium.

As with all Nike promotions, this was a limited edition box. And it sold out pretty quickly. It is a very strong idea, despite it using ‘old school’ technology. It had the element of surprise and definitely appealed emotionally to FCKs. Even our secretaries wanted to buy them for their children.These limited edition boxes housed a pair of football boots. When opened, the FCKs will see a stadium within the box and hear, through sound activated chips, the crowds cheering and clapping. This fuelled their dreams of playing for their national team and also ensured the boxes were not thrown away. In some countries, the boxes were signed by National football players but honestly, these boxes didn’t last one single day. Overall, the campaign helped establish Nike as the true supporter of football at grassroots level and FCKs, inspiring them to keep their dreams alive.