Client
Nike
COMPANY
W+K Amsterdam
ROLE
Lead Strategist
Encouraging Moscow women to play sport and feel Better For It
THE TASK
Nike Women launched a campaign in North America that tackled not-so-sporty women’s insecurities and fear about starting sports with courage and self deprecating humor. It turned can’t into cans with lines like, “Be bad until you’re good, then good until you’re great.”
After they launched the Better For It campaign in North America, they wanted to extend and localize this campaign in other regions around the world.
THE PROBLEM & INSIGHT
While the American girl was fighting insecurities in her head, Moscow girls were living with outspoken societal norms and extreme superficial standards of perfection. We needed to push up against the culture, not the individual.
And some women in Moscow had already started doing that. They were running in the streets (gasp!), walking in sneakers instead of heels, and pushing themselves to their physical and mental limit. There were real girls—the new girls of Moscow.
THE WORK BEAUTIFIED MOSCOW WITH THE REAL GIRLS OF MOSCOW FIGHTING SOCIAL EXPECTATIONS, STEREOTYPES AND THE PATRIARCHY.
