Launching Nike’s new global platform Play New in France, this campaign was aimed specifically at young Parisiennes to inspire them to keep on or start doing sport. Young women in Paris don’t see sport as an integral part of their lives. Instead, it is often seen as another stress to their daily life. So with this campaign, Nike wanted to show that sports don’t always have to be about performance or competition, but can be a personal, enjoyable activity for their mental health and just because it is fun.
It was imperative that the work looked and felt authentic to the audience and the city for this project. For that, we partnered with Kourtrajmeuf, an all-female creative collective, as well as musicians and music producers from across Paris. The work celebrates everyday Parisiennes’ athletes and how sport releases them from life’s pressures and gives them a moment of joy. Each of the seven stories is based on actual quotes by the talent, serving as a brief for Kourtrajmeuf to bring to life as unique pieces of content.
A campaign made by Parisiennes for Parisiennes.
Media: TikTok, Instagram, Nike’s own platforms, DOOH and editorial partnership with Konbini.
Markets: Paris, France
Agency: Wieden+Kennedy, London
Role: Creative Director
