There are the Russian doll girls and then there are The Real Girls.
First of a campaign legacy on Nike Women female empowerment strategy. Real Girls fo Moscow inspired and empowered a new generation of youth and nike women's storytelling. Less apologetic, more real and founded in real on the ground insights from everyday athletes.
Our strategy and creative grew from a local insight diverting our tone from a comedic american campaign to one more real, gritty and honest. In a country where women is under the patriarchy we created a campaign celebrating girls who lead the feminist revolution in russia. 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 Glintshake collaborated with us to make a song for our films check their music below.
Filmed & Photographed by Carlos Serrao.
The Real Girls campaign success as the way it empowered women, became the platform for all the following Nike Women's storytelling in the following years : here and here and here.
Headline - "We stand taller without heels."
Headline: "No glitz, just gold."