MOSCOW REAL GIRLS - INSTAPOSTERS
| Title | MOSCOW REAL GIRLS - INSTAPOSTERS |
| Brand | NIKE |
| Product/Service | NIKE |
| Category |
I01. Integrated Multi-Platform Campaign |
|
Entrant Company
|
INSTINCT Moscow, RUSSIA
|
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Advertising Agency
|
INSTINCT Moscow, RUSSIA
|
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Advertising Agency 2
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
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Media Agency
|
MINDSHARE Moscow, RUSSIA
|
Credits
| 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.