Nike's first fully integrated global campaign and the blueprint for Nike for future fully integrated global projects. The brief was to get 6 million kids to be inspired by the fluid, uninhibited style of play made famous by the Selecao, Brazil's national team. Together with a number of outside collaborators we developed work and content across TV, Print, outdoor and a rich digital platform to enable a movement to build and grow. For the first time, we took advantage of social media and multiple delivery platforms so that everyone, anywhere could hear Eric Cantona's JogaTV broadcasts and be inspired to play beautiful football. Which makes me responsible for the first Portuguese global tagline, "Joga Bonito". Or Play Beautiful for those of you, like me, who didn't speak a word of Portuguese. A host of very talented collaborators helped bring this platform to life.