Nike, a sportswear giant, launched a back-to-school campaign showcasing family football games in the backyard, lead by athlete ambassador Virgil van Dijk. The campaign was part of Nike’s ongoing “Never Stop Playing” strategy.

In collaboration with production company Kode, agency Soursop, and director India Rose Harris, this Nike Kids campaign turns the banal and mundane into something vibrant and lively. The Dutch defender van Dijk, who plays for Liverpool FC, and his children star in a number of adorable videos that are meant to encourage millennial parents by showcasing enjoyable moments taken from regular family life.

With the help of OOH materials in the majority of the company’s flagship Nike shops and videos that were streaming on Nike.com and social media, the marketing explosion was launched across all Nike EMEA platforms.

The campaign, which consists of a number of movies and images, was created with the slogan “finding the magic in the mundane through sport.” It eschews some of the clichés associated with returning to school, including children wearing brand-new shoes and uniforms, in favor of highlighting the happiness of late summer. It depicts families turning mundane duties into enjoyable games and demonstrates how these tasks may be transformed into sports.

The Van Dijk family is seen on camera on a Sunday when the huge center is back gardening and the family members transform simple yard chores into a thrilling football game.