Bartle Bogle Hegarty SingaporeNike Mexico2021Nike:
Play New
For years, sports have always been portrayed to be for people who have an athletic body type. In the spirit of “Play New”, we empowered ladies who challenge this stereotype in Mexico to front the campaign.
We picked out five sportswomen who redefine ways of playing new, and paired them with creative women across various disciplines to help tell their stories such as directors, hair artists and illustrators.
Together, we created 3 Films, 2 TikTok Challenges, 2 hand-painted highway murals, illustrations, pink hair art, Instagram Story lookbooks and more.
View all executions here
Awards→ Creative Circle Awards 2021 | Craft Gong (Shortlist)
→ Creative Circle Awards 2021 | Film & Branded Content (Shortlist)
+ CreditsCDs: Charlene Chua and Mae Ong
Art Directors: Tania Sim and Avril Chua
Copywriter: Audrey Chia
● Social Campaign ● Online Films ● OutdoorAs the first Mexican female gymnast to win the World Championships, Alexa Moreno is setting the stage for the next generation of athletes. We invited Alee Baes to illustrate Alexa in her own unique style to celebrate their shared story of creating new runways.
For Alexa’s set of segment content, we got her to share her training routine for viewers to train with her on the Nike Training App. We also engaged Artsynonym to hand pain a giant highway mural of her, as illustrated by Alee Baes.
Unabashed and unapologetic, Herly RG is a digital creator who is choosing to stay true to herself. Together with Mariana Pama, a hair artist who’s an advocate for self-expression, they’re creating a new world where people aren’t afraid to be themselves.
To celebrate sport and movement, we got Herly to lead through a TikTok dance challenge. As Herly is also a huge advocate on the importance of mental health, we helped turn Herly’s social media into a space of support and positivity by sharing affirmations from and for her community.
Footballer Fer Piña has found her voice through sport and is using it to level the playing field. Her story was told through the lens of Somos Iglú, a music video director duo who are using their films to drive change in the industry.
To bridge Fer Piña’s love for football and fashion, we created an Instagram edit featuring street outfits styled and curated by her. We also highlighted Proyecto Cantera, a non-profit group that supports underprivileged children through football in collaboration with Fer Piña.
We also featured the Skate Girls Crew, a group of four professional skateboarders from Mexico. Together, they are breaking societal expectations and rewriting the rules. Just like illustrator Karina Cervantes, who is using her art to fight for a more inclusive world.
Our last athlete and creative pairing was Stefania Aradillas and Jimena Estíbaliz, two women who are pushing limits in their respective fields. Stefania is a softball player who wants to challenge existing stereotypes in sport, and Jimena is a fearless illustrator. Together, they are creating a new future where girls are free to do and achieve whatever they want.