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NIKE | THE SHOT WE DESERVE
HOW CAN NIKE EXPAND THEIR MEMBERSHIP OFFER AND MAKE IT MORE APPEALING TO 14-19 YO GIRLS IN LONDON?
Spec work. Project for Masters in Visual and Digital Media, IE University, 2022.
MEDIA
Integrated; Digital, Social, Print, Event
ROLE
CD, Writer
PARTNERS
Noor Adel Bekhiet, María Martín Vegas
PHASE #1 | EMMA RADUCANU'S MANIFESTO VIDEO, AUDIO SAMPLE
PHASE #1 | USER CREATED CONTENT ON IG AND TIKTOK
After the video launched, at the time when Emma received criticism due to her sponsorship deals, she posted footage of herself in front of the mirror on IG and TikTok and claimed ownership over her own self-worth. She invited other girls to join the movement, flex their own struggle and achievement, no matter what they were, and take the shot they deserve.
The campaign's branded sound included Emma's claim,
followed by a mix of a swoosh (representing Nike), a racket shot, and a camera shot.
PHASE #2 | THE PRAISING MIRROR
After school workouts, students met the Praising Mirror on their way to the locker room and received an empowering reward for their training. To capture the moment, they took the shot, cherished it and shared it on their social channels.
PHASE #3 | BEREAL COLLAB
Nike teamed up with BeReal to again reinforce the idea that it is not about vanity, but authenticity and empowerment. BeReal surprised users while training on Nike Apps to create the realest images in the realest moments.
FROM FEELING OVERWHELMED, INSECURE AND ISOLATED,
TO BEING CONFIDENT, BEING PROUD AND BELONGING
PHASE #4 | INTERNATIONAL WOMAN'S DAY RUN
Women and men, girls and boys of London ran through a route spread between London's monuments of important women in history. After crossing the finish line on 'Ladies Bridge' (Waterloo Bridge), runners caught their breath while walking through an elevated catwalk with a cheering crowd, and a huge mirror at the end of it.
Campaign additional info and rationale
(Including audio/video script and other copy pieces)
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