Title	MOSCOW REAL GIRLS - INSTAPOSTERS
Brand	NIKE
Product/Service	NIKE
Category	F03. Use of Co-Creation & User Generated Content
Entrant Company	INSTINCT Moscow, RUSSIA
Advertising Agency	INSTINCT Moscow, RUSSIA
Advertising Agency 2	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Agency	MINDSHARE Moscow, RUSSIA

Name	Company	Position
Nikolai Fabrika	Instinct (BBDO Group)	Creative Director
Olga Veretinskaya	Instinct (BBDO Group)	Copywriter
Maxim Demkin	Instinct (BBDO Group)	Art Director
Darya Tulupova/Alexandra Surina/Alexandra Napalkova	Instinct (BBDO Group)	Digital/Social
Anna Chaplygina/Tatyana Chepko	Instinct (BBDO Group)	Producers
Natalya Yasonova/Elena Tochilkina/Yana Egorova	Instinct (BBDO Group)	Accounts
Matvey Choudnovsky	Instinct (BBDO Group)	Digital Strategic Planner
David Smith/Alvaro Sotomayor/Craig Williams	Wieden/Kennedy Amsterdam	Creative Directors
Ignasi Tudela	Wieden/Kennedy Amsterdam	Art Director

Creative Execution

Posting girls’ action selfies on the streets and sending them back to Instagram.

- 54 posters - More than 30K photos with hashtag #ionlygetbetter

Background: Social/Outdoor activation, a part of integrated Nike Women Better For It campaign. Insight: Each achievement makes you better, even a small one. Idea: We elevated moments of athlete’s pride shared on Instagram as street posters. Then asked a friend of her to tag her on Instagram. All in real time. Strategy and Targeting: Inspire Moscow girls 16-25 doing sports to take more action selfies to inspire more girls to do sports.