There are the Russian doll girls and then there are The Real Girls.
The Real Girls of Moscow inspired and empowered a new generation of female youth and planted the seed for future Nike Women's campaigns on the region.
Our strategy and creative grew from a local insight diverting the tone from a comedic global campaign to one more real, gritty and honest that spoke more authentically to our audience. In a country where women is under the patriarchy we created a campaign celebrating girls who lead the feminist revolution in Moscow. By celebrating 10 Real Girls Of Moscow who are changing what it means to be awesome. This growing group of tough women, express themselves through sport and inspire others to do the same. We led with films, giant murals and gifs celebrating some of the best athletes in town, explored the current scene of girls doing interesting things in Moscow and celebrated the active Girls of the city by turning their social posts into hundreds of posters.
Female led band Glinthshake collaborated with us to make a song for our films check their music below.
All filmed & Photographed by Carlos Serrao.
Headline below - "We stand taller without heels."
Headline: "No glitz, just gold."