Joga Bonito - Play Beautiful in Brazilian Portuguese - a global campaign framework that came to set the standard for many global Nike pushes thereafter. Reconnecting football with its original roots, the joy on the streets and small pitches, and get 6 million kids to play their most technical, playful and uninhibited selves - as inspired by the Brazilians and other Nike players. A world-first all-in social and UGC campaign (2006!). It even had it’s own social media platform called joga.com, a 1 hour documentary, a global small-pitch torunament and countless digital and physical activations.