Better For It
Nike Women Russia
Issue 36 | September 2015
Agency
Wieden + Kennedy Amsterdam
Creative Team
Executive Creative Director: Mark Bernath, Eric Quennoy Creative Director: David Smith, Alvaro Sotomayor, Craig Williams Art Director: Ignasi Tudela Copywriter: Zoe Hawkins Head of Content: Joe Togneri Planner: Danny Feeney, Michelle Arrazcaeta Communications Planner: Josh Chang Group Account Director: Kirk Johnsen Account Director: Kathryn Addo Senior Account Manager: Jorge Fesser Broadcast production/Head of Art Buying: Maud Klarenbeek Art Buying / broadcast Production: Javier Perroud Head of Studio: Jackie Barbour Retoucher: Dario Fusnecher Project Manager: Janna Harrington Business Affairs: Michael Graves
Production Team
PRODUCTION COMPANY: Terrie Tanaka Management Director/Photographer: Carlos Serrao Director of Photography: Monica May Producer: Amy Lynne Executive Producer: Terrie Tanaka Vogue Shoot Make-up: Mark Williamson at artist-management using Mac Vogue Shoot hair: Hanjee at Jed Root for Hanjee Hair Gallery EDITING COMPANY: Whitehouse Post Editor: Sam Gunn AUDIO POST: Wave Amsterdam Sound Designer/Mixer: Alex Nicholls-Lee MUSIC : Glintshake / Massivemusic Glintshake: Katya Izotova Glintshake: Olga Markes MassiveMusic: Adelina Sotnikova MassiveMusic: Diana Vishneva MassiveMusic: Darya Klishina POST PRODUCTION: Glassworks Flame: Morten Vinther Telecine: Scott Harris Producer: Jane Bakx MEDIA BUY: Mindshare Russia DIGITAL PRODUCTION + SOCIAL ACTIVATION: Instinct BBDO Moscow
Date
June, July 2015
Background
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.
Idea
In Russia, sport participation wass rapidly growing, and there was a group of women who were driving this movement. Free-thinking and free-spirited, their confidence comes from sport and fitness. These women were more comfortable in sneakers than heels, preferring exercise to fad diets. In the new national campaign for Nike Russia, the brand shined a light on both sporting legends and the everyday athlete – aptly dubbing them the 'Real Girls of Moscow'.
The campaign in Moscow was headlined with large outdoor murals, five short online films, and digital and social activations that harness the bold voice of women today and address the dynamic world of sport and fitness with a lighthearted tone and humor.
The Russian #betterforit movement included insights from top athletes including Katya Izotova (former World Champion Thai Boxing), Diana Vishneva (ballet dancer) and Adelina Sotnikova (2014 Olympic Gold medalist in Figure Skating). Each athlete was immortalized in a series of giant outdoor murals in Moscow and in animated GIFs geo-located to the original mural so people could find it in Moscow city.
The same athletes were featured in a series of short films shot by world-renowned sport and fashion photographer, Carlos Serrao. The films, which were each representative of five different disciplines – yoga, long jumping, boxing, figure skating, ballet - highlighting a woman's inner thoughts while working hard towards their goals.
Next to the murals and the films, the campaign included digital and social activations, a partnership with Russian Vogue and an immersive sports event at Gorky Park – all helping to harness and share the bold voice of the real girls of Moscow.
Results
During the one-month campaign period, the Russian Better For It hashtag was used over 20.000 times. The short films accumulated on YouTube alone over 6 million views. And the 10-day Nike sporting event at Gorky Park saw 18 million visitors. Over 25.000 girls participated in different trainings including Yoga, Thai Bo and N+TC, and 3.000 runners participated in a 10k run.