Nike's Cristiano Ronaldo Billboard in Turin Is as Epic as the Man Himself

A challenge to repeat his legendary exploits at Juventus

In the wake of Cristiano Ronaldo's seismic move from Real Madrid to Juventus this summer, there has been plenty of debate about whether the fearsome Portuguese striker can perform at the same level in Italy as he did in Spain. He is, after all, 33 years old—an age at which plenty of European stars retire (or move to MLS). 

But Nike is having none of that, having erected a massive all-caps billboard in Turin, home of Juventus, exhorting Ronaldo not just to play up to his traditional form—but to repeat everything he's done in his career so far. It literally presents a long list of his records in the sport, then, concludes: "Now forget it all, and do it again." 

That will be a tall order, given that Ronaldo has played 16 professional seasons already, and is only contracted for four at Juventus. But of course, aspirational marketing never really sticks to the facts anyway. And the residents of Turin were surely whipped into a frenzy by the grandiosity of the thing. 

The billboard, created by Wieden + Kennedy Amsterdam, went up in Turin right before Ronaldo's first home game this past weekend. 

See the translated version here: 

Client: Nike
Campaign: Now Do It Again
Agency: Wieden + Kennedy Amsterdam
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Directors: Evgeny Primachenko, Hannah Smit
Art Director: Zeynep Orbay
Copywriter: Macie Soler-Sala
Group Account Director: Kathryn Addo
Account Director: Amber Martin 
Account Manager: Cassandre Beck
Head of Planning: Martin Weigel
Planning Director: Stephane Missier
Comms Planning Director: Hillary Heath
Head of Design: Joe Burrin 
Studio Director: Lizzie Murray
Studio Designer: Gustav von Platen
Studio Artist: Noa Redero 
Project Manager: Loes Poot
Business Affairs: Michael Graves 

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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