| Title | MOSCOW REAL GIRLS |
| Brand | NIKE WOMEN RUSSIA |
| Product/Service | NIKE WOMEN RUSSIA |
| Category |
A06. Use of Ambient Media: Large Scale |
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Entrant Company
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Advertising Agency
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Media Agency
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MINDSHARE Moscow, RUSSIA
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Production Company
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TERRIE TANAKA MANAGEMENT London, UNITED KINGDOM
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Production Company 2
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INSTINCT Moscow, RUSSIA
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Credits
| Mark Bernath/Eric Quennoy |
Wieden/Kennedy Amsterdam |
Executive Creative Directors |
| David Smith/Alvaro Sotomayor/Craig Williams |
Wieden/Kennedy Amsterdam |
Creative Directors |
| Ignasi Tudela |
Wieden/Kennedy Amsterdam |
Art Director |
| Zoe Hawkins |
Wieden/Kennedy Amsterdam |
Copywriter |
| Joe Togneri |
Wieden/Kennedy Amsterdam |
Head Of Broadcast Production |
| Josh Chang/Danny Feeney/Michelle Arrazcaeta |
Wieden/Kennedy Amsterdam |
Planners |
| Kirk Johnsen/Kathryn Addo/Jorge Fesser |
Wieden/Kennedy Amsterdam |
Account team |
| Maud Klarenbeek/Javier Perroud |
Wieden/Kennedy Amsterdam |
Broadcast Production/Art Buying |
| Dario Fusnecher |
Wieden/Kennedy Amsterdam |
Retoucher |
| Jackie Barbour |
Wieden/Kennedy Amsterdam |
Head of Studio |
| Janna Harrington/Michael Graves |
Wieden/Kennedy Amsterdam |
Project Manager/Business Affairs |
| Carlos Serrao |
Terrie Tanaka Management |
Director/Photographer |
| Monica May |
Terrie Tanaka Management |
DOP |
| Terrie Tanaka/Amy Lynne |
Terrie Tanaka Management |
Film/Print Production |
| Sam Gunn |
Whitehouse Post |
Editor |
| Alex Nicholls-Lee |
Wave Amsterdam |
Audio Post |
|
MassiveMusic |
Music Company |
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Glintshake |
Music Company |
| Morten Vinther/Scott Harris/Jane Bakx |
Glassworks |
Post Production |
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INSTINCT BBDO MOSCOW |
DIGITAL PRODUCTION/SOCIAL ACTIVATION |
Brief Explanation
Moscow: a city where girls are often seen as Dolls, the pretty thing on a man’s arm. But now there’s a group of sport girls who are changing that. Nike dubbed them the ‘Moscow Real Girls’.
Building on Nike Women’s global ‘Better For It’ platform, Nike Russia launched a national campaign to celebrate the girls who are breaking stereotypes and embracing sport as a part of their everyday life. Free-thinking and free-spirited, their confidence coming from sport and fitness. More comfortable in sneakers than heels, preferring exercise to fad diets.
We shined a light on them to inspire other girls.
Results and Effectiveness
Over 10million people saw our giant outdoor murals in the city - at street level, the murals called on girls to submit how they get #betterforit.
- Over 22k girls responded our call, posting work-out photos on Instagram with #betterforit.
- And we turned over 50 work-out pictures into large street posters.
The five online films featuring our Russian athletes received over 6.5milion views during the campaign.
The 10-day Gorky Park sports event saw:
- 25k girls attending the trainings
- 3k ran 10k, the first ever womens race in Moscow
- 44.3k traffic to Nike Women’s House of Innovations
Creative Execution
Our campaign’s three phases:
1. INSPIRE: We elevated our trailblazers to new heights, taking over Moscow with eight supersites featuring our athletes and the #betterforit messaging. These giant murals were turned into stop-motion GIFs for online usage (geo-tagged back the original location). We collaborated with Vogue and the Calvert Journal, and shared the athletes POV through a series of online films.
2. CELEBRATE: We then gave everyday girls the chance to take over the Moscow streets, by turning their work-out photos posted on Instagram into large street-posters.
3. ACTIVATE: The campaign culminated in a 10-day sports event in Gorky Park.
Insights, Strategy and the Idea
Our campaign was built on these ‘trailblazers’, renowned female Russian athletes who represent the new attitude towards sport and have a wide-reaching influence in inspiring the rest of their generation. By shining a light on them, we shined a light on what being active means to all Moscow girls.
Our trailblazing active girls and athletes spread #betterforit inspiration outwards - from their friends and crew, via their run and workout clubs, all active girls to finally the inactive girls. Inspiring Russian girls to get their sports on and be better for it.