Nike - Write The Headline

As part of the Nike "Write The Future" campaign for the FIFA World Cup, we helped produce a LED installation across the tallest building in Johannesburg on the edge of Soccer City.

We built a system that pulled moderated text submitted by fans from a variety of Nike digital social spaces across the screen and into animations of World Cup player portraits.

Running throughout the duration of the World Cup 2010, the display would animate multiple text feeds, building up each image to picture the player that the fans text submissions referred. All submissions were photographically documented and posted onto an online gallery, sending personalised links back to the fans that had sent each message.

Watch Kobe Bryant interacting with the installation in this 'Light Up Johannesburg' video.

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Wieden + Kennedy, Amsterdam

Production Company

The Rumpus Room

Production Partner


Installation Company