In this global campaign for Nike, we introduce the world to Lil Mbappé – a mini version of Kylian Mbappé! Leveraging the ‘Engage Mbappé Mode’ campaign from the prior year where kids are inspired and encouraged to engage their own inner Kylian Mbappé helping them to get moving, we created a unique way for kids to engage with their favorite football and ultimately go fast and have fun!

The campaign took over Nike Football’s Instagram, introducing Lil Mbappé in a launch film whereby users are invited to DM with him via @nikefootball to start receiving their daily challenges. Lil Mbappé, a custom made, fully programmed chat bot, messages users every day with content, fun games and activities.

In addition to creating a wealth of content with this character and Kylian, we brought fly posters to the streets in Paris and London and DOOH across Europe.

Designing the digital mini version of Lil was a project in itself, working with Oscar winning Aardman Studios, to create and direct this character.

In a very compressed schedule we created nearly 3mins of separate animated video content, additional videos with Mbappé himself and over 50 images to create a truly interactive chat experience, in three languages. We partnered with Unit 9 and Meta to realize this bot on IG.

It was a complex, fast and fun campaign to bring to live, with a great team at WK AMS and Nike EMEA.