The Meaning of Maserati
For Soursop’s second Back to School campaign for Nike, we took a very different, un-glossy and hyper-real approach. An unusual and bold statement in a crowded category. The start of a new school year is filled with excitement, but it can also be a daunting time for kids, with plenty of ‘first time fears’ around the challenges lying ahead.
Through insight work we had learned that millennial parents wanted their kids to face their fears with them, as teammates.
With the assistance of Dutch footballer star Virgil van Dijk and his family, we created a campaign that motivates parents to help their kids face those initial nerves and anxieties in a different way: throwing themselves into the challenges together, as equals, to reach their family's own version of victory.
Called Firsts Together, the campaign - which is a mixture of short films and photography - reimagines the traditional family relationship through a series of sporting scenarios, all inspired by real-life moments of ‘first time fear’. From a young girl’s initial attempt at long jump to Virgil Van Dijk and his family waiting nervously on the sidelines to start a group taekwondo class, the campaign shows parents setting aside their egos and rejecting hierarchy to become their kids’ ultimate teammates. The campaign is digital only, aimed at millennial parents.
The films are directed by Mitch Ryan, best known for his music videos for Rosalía, the four 30-second films have a purposefully ‘real’ aesthetic, creating a genuine and authentic feel that’s amplified by the everyday settings and casting of real people rather than actors.
The photography was shot by Stuart Winecoff, known for capturing natural and intimate moments for the likes of Vogue and Calvin Klein.
The campaign features a diverse cast of real people including footballer Virgil van Dijk, who appeared in Soursop’s previous Back to School campaign for Nike, and now returns with his family (and a new addition).