Nike Write the Future.

Would love to see the brief or the path the agency took to get to this idea. You can imagine how an 'insight' like "one single moment/every second of the game can decide the future" could have been easily dismissed as glaringly obvious and generic. Proof that an insight need not be shiny and new nor necessarily profound to be powerful. 

I won't go on about how brilliant it is.

But Gareth Kay has some interesting points about the campaign that aren't being talked about.

Wayne Rooney - What could happen after one wrong pass 

via W+K