NIKE

Creating a powerful sisterhood fuelled by movement.
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Young girls in Europe prefer to spend time on social media instead of doing sports. So we figured, let’s get them moving on in those platforms.

We started the campaign with a film that takes a spin on the classic game of 'tag'. This time, being “it” wasn’t about chasing. It was about owning your power and passing it on. Because power, like play, is contagious.

Power is contagious.

Then we created the world’s biggest game of tag. Asking girls around Europe to show their skills and pass on the power by tagging their friends on TikTok, Snapchat & Instagram, using dope AR filters & GIF stickers to declare their awesomeness with style.

To keep the momentum going, we produced a ton of videos built around the content girls already love to watch, like slime, unboxings, tutorials, and how-tos. All with movement mixed in.

And we released an original track for the campaign, composed by Dutch rapper and singer Zanillya, co-produced with Humphry Dennis.

Awards

One Show - Social Media: Merit
British Arrows - Sports: Shortlist
British Arrows - Craft, Original Composition: Shortlist

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