Each Monday, together with Branding Magazine, we highlight a new campaign or project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
'The Real Girls of Moscow' Social Good Campaign
Nike’s “Better For It” strap-line is fast becoming a worldwide call-to-action, invigorating and empowering women in an increasing number of territories across the globe. The latest iteration is for the Russian market, which aims to bring ‘The Real Girls of Moscow’ to centre stage.
For this ambitious campaign, Wieden + Kennedy Amsterdam have produced five films. The stunning shorts feature leading Russian athletes, including Thai boxer, Katya Izotova, ballet dancer, Diana Vishneva, and 2014’s Olympic Figure Skating Gold medalist, Adelina Sotnikova. Directed by Carlos Serrao, the films expose the girls’ exercise routine at a gritty, visceral level. The idea is to show that even when we exercise, we’re all the same – everyday athletes.
It’s not only online content though, W+K have used innovative locations throughout Moscow for the installation of monumental-scale murals. A tie-in with Russian Vogue Sport saw Serrae’s images adorn the cover.
Nike is hoping women in Russia (and throughout the world) hear their rallying cry and are inspired to live a healthier, more active life. At the same time they’re aiming to overturn the stereotypes still pervasive in Russia, and encourage women to become “free-thinking and free-spirited.”
Я только лучше – Грязевая маска.
Я только лучше – трофей
Я только лучше – на пути к совершенству
Я только лучше – Черное и синее
Я только лучше – Шопинг терапия
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.