In 2021, Wieden+ Kennedy Amsterdam launched ‘Engage Mbappé Mode’, a campaign where we imagined every kid’s inner Kylian Mbappé helping them go fast and have fun. In this edition, Kylian’s mini me, ‘Lil Mbappé’, takes over Nike Football’s Instagram. In the film we see Kylian Mbappé being scanned and analyzed by machines, to finally create a version of him that fits in a phone. By the end of the film, Lil Mbappé invites users to DM him on @nikefootball to start receiving FAST and FUN challenges. This campaign used the channels where kids already are, to encourage them to move and play. The format of the campaign is made to also be disruptive and creative, expanding the limits of how brands can communicate with their audiences and bring people’s favorite celebrities closer to them.