NIKE

A sisterhood passed on, one tag at a time.
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Young girls in Europe spend more time on social media than they do playing sports. So we moved sport to where they already are.

We started the campaign with a film that played tag for real. This time, being “it” wasn’t about chasing. It was about owning your power and passing it on. Because power, like play, is contagious.

Nothing in the campaign was supposed to look like an ad. Every piece was built to match what girls were already watching every day. TikToks, daytime TV, animation, puppets, UGC-style cuts. Each one made to look like the thing it sat next to.

Power is contagious.

Then we built the world's biggest game of tag. Girls across Europe showed their skills and passed on the turn by tagging their friends on TikTok, Snapchat and Instagram, with AR filters and GIF stickers built for the moment.

To keep the momentum going, we produced a ton of videos built around the content girls already love to watch: slime, unboxings, tutorials, how-tos. All of them snuck movement 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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