Nike and Wieden+Kennedy Launch Six Nations ‘Best of Enemies’

The advert titled Rugby (Hello) was done by WIEDEN & KENNEDY AMSTERDAM advertising agency for NIKE company in Netherlands. It was released in the March 2010. Business sector is Clothing & footwear.

“HELLO. France welcomes her English friends. We look forward to a nice 100th anniversary match.”

19 March 2010, Amsterdam: In anticipation of the final Six Nations rugby match tomorrow, Nike is launching a print and OOH campaign that humorously plays on the classic rivalry between the French and English Rugby squads.

In the history of the Six Nations, the battle between France and England has always been the most fierce and respected match-up. Nike wanted to pay homage to the tournament finale, also known as ‘The Crunch’, with a clever play on the way the French treat their English guests. A warm welcome from the French rugby team to their arch rivals, England. What makes this match even more exciting is that it not only marks the 100th Anniversary since their first match-up, if France beats England they will take the Grand Slam Trophy home.

Dave Smith Copywriter says ‘To welcome the English team to Stade-de-France we wanted to create a poster that said: “We are very glad to see you. But you may not be so glad to see us”. A veiled threat so to speak. We wanted the poster to be iconic and hard hitting. Something the rugby kids of France could put on their bedroom walls. For us this is always the judge of great work. Will a fan put this on his wall or wear it on t-shirt? And this poster, this idea passes the test with flying colors.’

Art Director Craig Williams adds ‘The word HELLO created from a freshly stitched wound will stick in the minds of the French fans and in the minds of the English players who will see it on their journey from Gare du Nord to the stadium. Also it will hopefully help to further cement Nike as one of the great brands of modern rugby.’

The print and OOH, shot by Christian Weber, features a series of shots with a visibly scarred body part that has been stitched-up with the word ‘HELLO’. The raw and graphic photography and art direction illustrates the ‘souvenirs’ the French players will leave their English opponents with after the match. Should France beat England to take home the Grand Slam trophy, there are further surprise tactical print executions the fans and players can enjoy after the match.

English translations of the print campaign//
France welcomes her English friends. We look forward to a nice 100th anniversary match.

The campaign was created by Copywriter Dave Smith and Art Director Craig Williams, Creative Directed by Eric Quennoy and Mark Bernath, Art Buyer Andrew Koningen with Jeff Kling, ECD and Account team Frederic Point and Gene Willis.


  • Advertised brand: Nike France
    Advert title(s): HELLO
    Translation of headline to English:
    Advertising Agency (Name, City, Country): Wieden+Kennedy Amsterdam
    Agency website:
    Creative Director: Mark Bernath and Eric Quennoy
    Art Director: Craig Williams
    Copywriter: Dave Smith
    Photographer: Christian Weber
    Other additional credits: Head of Art Buying Andrew Koningen, Account Team Gene Willis and Frederic Point.
    Published/Released (Month, Year): 19 March 2010

After winning the final 12-10 this print ad was released. It says: “Bye Bye. We thank our English friends for this great slam. Come back whenever you want”.