In the midst of the World Cup frenzy, soccer superstar Didier Drogba puts the game in perspective, noting that what team wins a match is transcended by bigger concerns such as the devastation caused by AIDS. As the front-and-center spokesman in a Write The Future short for Nike, (RED) and the Global Fund, Drogba urges people to “lace up and save lives,” promoting the sale of special (Nike) RED shoelaces to generate money for programs that use the love of soccer to educate Africa’s youth in helping to stop the spread of HIV, and that support the purchase of antiretroviral medication, and medical training and treatment to help prevent the transmission of the disease.
Directed by independent helmer Omri Cohen, produced by Caviar Los Angeles and shot in location in South Africa, the short film takes us to a classroom of the distant future, which looks back at 2010 as a pivotal time for access to both education and medicine in the fight against HIV/AIDS in Africa. While official governmental agencies and institutions were slow to act back then, the slack was picked up by people who took a proactive stand, according to the classroom history lesson.
People came together, joined with (RED) and the Global Fund to raise money for education and medicine. An archival tape from 2010 shows Drogba urging soccer fans and others to get involved. He noted that all it takes to rescue those stricken with the disease is two pills a day at a cost of 40 cents. This can make their lives better and turn the tide of death and devastation that has ravaged Africa.
As it turns out, the classroom of the future was housed in an academy named after Drogba–his legacy not just being his prowess in soccer but his humanitarian advocacy on the HIV/AIDS front.
Nike came up with the concept and Cohen wrote the short. Nike co-creative directors were Jesse Stollak and Vikrant Singh.
Caviar produced the short for Nike directly. Matthias Koenigswieser was the DP, with Michael Sagol and Jasper Thomlinson serving as exec producers. Eri Noguchi and Francesca Lentini were producers. Associate producer was Chelsea Larner.
Editor was Teddy Gersten of Butcher, with post and visual effects from Eight VFX. Jean Marc Demmer was effects supervisor for Eight VFX.
Freelance artist Stefan Nadelman was director of animation. Arnold Ramm of Encore was colorist.
Music was composed by Dan Oh with additional music by Eric Aboutboul.
Cohen handled sound design. Audio post mixer was Zac Fisher of POP Sound.
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