At Nike, we always try to inspire kids to move more, often with the help of our athletes – like Kylian Mbappé! 

Because of social media, kids crave more and more proximity to their idols. So this year, we didn’t want him to be just a guy in an ad. But rather a friend, a coach, and a personal motivator for all of his fans.

Together with Kylian, we created Lil Mbappé – an Mbappé that fits in your phone!

Lil Mbappé is a mini digital version of the French Footballer Kylian Mbappé, young kids could talk to and train with. All through an Instagram chatbot experience. 

All they had to do was DM @nikefootball and a week’s worth of fun began.

This is how the chatbot worked. Science!

Agency: W+K Amsterdam
My role: Creative director
Awards: Webby Winner, FWA Winner, One Show Shortlist