Nike’s latest Just Do It film highlights the inspiring story of Manchester City and England winger and attacking midfielder Raheem Sterling, who’s taken a lead role in supporting the next generation of athletes in England and beyond.
As a kid from the London borough of Brent, Sterling grew up dreaming of playing at Wembley Stadium. But he wasn’t expected to win his first England cap at age 17. He wasn’t expected to play more than 50 times for his country, or to win two premier league titles by 24 years old. He wasn’t expected to influence and inspire the next generation.
But he did — and he does.
Now, in partnership with Nike, Sterling is paying it forward as the driving force behind Brent-based initiatives that will better serve young people in the borough. Alongside Brent Schools Football Association, Nike and Sterling will establish a team on the ground to set up coaching clinics for schools without coaches and, for a minimum of three years, provide support to the London Youth Games for a Brent Schools Football Association coordinator — reigniting the team that dared Sterling to dream.
“Brent means everything to me — growing up there, having friends from different backgrounds, learning about different cultures and taking that with me,” said Sterling. “It was always my dream to play in the Premier League, play for England, and I’ve always wanted to give back to the community that I grew up in and give them an opportunity. This partnership with Nike and Brent Schools Football Association is an opportunity for me to provide guidance and the right help so a lot of kids can have the same dream as me.”
Shot on location in the streets where Sterling’s dream began, the film, titled “Dream For The Next You,” is directed by Billy Boyd Cape of Academy Films for Wieden+Kennedy (W+K) London.
The spot follows a series of empowering murals which appeared throughout Raheem’s home town. A sixth and final mural now permanently spans the outside wall of Ark Elvin Academy. The team photo shows Sterling side-by-side with the academy’s current students, defiant, and ready to smash all expectations. The artwork was created by Nike with Crowns & Owls and W+K London.
CreditsClient Nike Agency W+K London Paddy Treacy, Mark Shanley, creative directors; Albert Pukies, Darragh Carey, creatives; Tony Davidson, Iain Tait, executive creative directors; Aaron Skipper, lead designer; Jonny Isaacson, designer; Sam Rendle Short, TV producer. Production Academy Films, London Billy Boyd Cape, director; Juliette Harris, producer; Portia Abatan, production manager; Molly Manning Walker, DP. Editorial tenthree, London Stephen Dunne, editor; Ed Hoadley, producer. VFX Time Based Arts, London, Sean Ewins, VFX producer. Audio 750MPH Sam Ashwell, sound designer; Mary-Ann D’Cruz, sound producer. Music The Blaze, “Mount”
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More