Risk Everything
The Risk Everything campaign symbol
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| Agency | Wieden+Kennedy |
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| Client | Nike, Inc. |
| Market | Global |
| Language | English/multi-language |
| Media | Television, print, hoarding, online |
| Running time | During the 2014 FIFA World Cup |
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| Preceded by | Write the Future |
| Official website | nike.com/riskeverything |
Risk Everything is an advertisement campaign created for American sports apparel company Nike by the American advertising agency Wieden+Kennedy. The advertisement campaign, spanning radio, television, out-of-home, online advertising and print media, was specially made for the 2014 FIFA World Cup and starring well-known football players from national teams and clubs. This campaign emphasizes the mantra of "risk everything" — taking every dangerous life-or-death chance to succeed and outshine your rivals.
The campaign, created by ad agency Wieden+Kennedy, emphasizes risk-taking and what it takes to carry on a nation's hopes. The ads show players feeling the heat from intense neck-to-neck competition, fighting for glory and victory who suddenly arrive at a turning point in the football world — or match — and take a risk: giving an amateur the opportunity for a penalty kick or challenging perfect gameplay.
Nike released three television advertisements in the Risk Everything series across the United States, the United Kingdom and other European countries: Risk Everything, Winner Stays, and The Last Game.
Starring Portuguese footballer Cristiano Ronaldo, Brazil's Neymar and England's Wayne Rooney, the advertisement focuses on the pressure superstar players face when playing for their country in the FIFA World Cup. Ronaldo is surrounded by his fans — and advertisements depicting him — everywhere and Portugal's hopes seem to be riding on Ronaldo. Rooney, on the other hand, faces skepticism everywhere he goes and Neymar, who is wearing Brazil's prestigious number 10 shirt, is trying to live up to his country's football fanaticism, the legend of the players who wore the number 10 for Brazil and World Cup aspirations. The ad ends the three players walking with their team to the pitch, preparing themselves for the onslaught and the tagline "Pressure shapes Legends."
A group of friends agree to a pick-up football match in a park, with the winning team getting to stay on the field. The players pretend to be (and transform) into players such as Cristiano Ronaldo, Neymar, Wayne Rooney, Zlatan Ibrahimović, David Luiz, Andrea Pirlo, Thibaut Courtois, Gonzalo Higuaín, Eden Hazard, Gerard Piqué, Andrés Iniesta, Mario Götze, Thiago Silva and Tim Howard. The ad features cameos by Irina Shayk, Kobe Bryant, Jon Jones, Anderson Silva and the Incredible Hulk. As the match nears the end with a 2–2 tie and a "next goal wins" scenario, a young boy takes the ball off Ronaldo, and with immense pressure upon him from people across the globe watching the match, scores the penalty and wins the game for his team.
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Wikipedia