Engaging by design, the campaign´s purpose was to inspire a new generation of mexican athletes to JUST DO IT.
Everyday heroes doing amazing things their own way served as inspiration for young girls to move through their own sport and at their own terms.
The assets offered a glimpse of the action that we wanted to portray as we pictured a range of sports that girls can also do as well as the boys.
A lot of the success can be attributed to the hyperlocal narrative which was a true reflection of young "Chilangas" at the time.
We ran the A/V on TV and managed to hijack Mexico Biggest sport moments of H2, our communication was for sure disruptive.
The biggest component of the media buy was the OOH component that we used to create disruption in the city.
We were present where the girls spend most of their time at malls, schools and event public transportation.
We secured large DOOH to also deliver our POV using cool out of the box formats.
Our job was to created awareness around the physical challenge using Nike apps ecosystem that counted the minutes that you got to work out.
The digital platform counted the minutes of physical activities created using the nike + apps.
During 4 weeks of challenges, women produced 12.4 Million minutes and closed the campaign with a huge brand event to celebrate this milestone
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