Nike challenged Wieden+Kennedy to raise the profile of women’s football to coincide with the UEFA Women’s Euro 2022 and be ready to celebrate a potential England win – which would be the country’s first major tournament victory since 1966.
W+K had to create something that could stand out among the rest of the victory celebrations and pay tribute to the scale of the achievement. The answer came in the form of a four-letter word that carries great significance for football in England: home. As the agency says, it’s “a word that fans of the England men’s team have been waiting to say for 55 years and singing about for 25 years”.
W+K helped the Lionesses claim it for themselves with a newspaper cover wrap, a campaign that swapped Nike’s brand name for the word, and a stunt that saw flags and shirts bearing the word thrown onto the pitch. Players picked them up and wore them, prompting a wave of fans clamouring for their own home T-shirt, and an influx of bootleg replicas.
Entrant: Wieden+Kennedy London
Agency: Wieden+Kennedy London
Creative Directors: Tom Bender, Paddy Treacy
Associate Creative Directors: Freddy Taylor, Philippa Beaumont
Design Directors: Justin Hallstrom, Aaron Skipper
Executive Creative Director: Susan Hoffman
Group Account Director: Katherine Thomson
Account Directors: Sam Hunton, Matt Whiteside, Siham Zerkak
Account Manager: David Adjei
Planning Director: Brian Ritter
Planner: Hannah Vatandoust
Producer: Mich Bradfield
Head of Studio: David Brodie