Nike Outdoor Equality signs [spanish subtitles] by J. Walter Thompson Bogota

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Equality signs [spanish subtitles]

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Industry Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Colombia
Agency J. Walter Thompson Bogota
Chief Creative Officer Rodolfo Borrell Helu
Executive Creative Director Claudia Murillo
Production Glue Bogota
Executive Creative Director Sergio Leon
Art Director Daniel Valbuena, Juan Estrada
Released January 2017

Awards

El Ojo Festival 2017
Vía Pública Formato No Convencional Plata
Media Uso Innovador de La Vía Pública Plata
Media Acciones En El Espacio Público Bronce

Credits & Description

Agency: J. Walter Thompson Colombia, Glue Columbia
Brand: Nike Colombia
Country: Colombia
Entrant Company: J. Walter Thompson Colombia, Bogotá
Advertising Agency: J. Walter Thompson Colombia, Bogotá / Glue Columbia, Bogotá
Production Company: Glue Columbia, Bogotá
Vp Creative / Chief Creative Officer: Rodolfo Borrell Helu (J. Walter Thompson Colombia)
Executive Creative Director: Claudia Murillo (J Walter Thompson Colombia)
Creative Vp: Rene Baquero (Glue Colombia)
Executive Creative Director: Sergio León (Glue Colombia)
Art Director: Juan Estrada (Glue Colombia)
Art Director: Daniel Valbuena (Glue Colombia)
Account Director: Claudia Amado (Glue Colombia)
Planner: Jhonny Suarez (Glue Colombia)
Head Of Accounts: Juan Carlos Contreras (Glue Colombia)
Sportsware Brand Manager: Carolina Carrion (Nike Colombia)
Account Director: Luz Helena Barrera (Glue)
Strategy:
Nike wanted to create a big statement on Women's International Day. In a country where the perception is that sports are more for men. We wanted to show that women are also athletes, but most of all make a statement by generating a direct activation with the participation of hundreds of women in Bogota to start a conversation about equality.
Execution:
During the month of March we handed out in live events and Nike stores a magnetic pony tail that served as an invitation and a call to action for women to mobilize on Women's International Day.To place the pony tail on sports signs in different major parks of Bogota to change them to female. Hundreds of signs were changed. The action grew through female celebrities, social and traditional media that pushed the conversation forward, getting the attention of the City Mayor's Office.
Relevancy:
We motivated hundreds of women to change the must visible outdoor for people that do sport in Bogota´s city mayor parks where 100% of the Sports signs are represented by male figure. By using a Magnetic Pony Tale to change a male figure sign into a women figure sign during Women´s International Day.Started a conversation that Motivated Bogota's Mayor's Office to change their views and created a new sports sign for the major parks of city, one that would include male and female figures practicing sports. Co-Created with NIKE
Campaign Description:
We wanted to remind people that women are also athletes, but most of all make a statement in a country where the perception is that sports are more for men. We saw an opportunity in the city's sports signs used in parks, where all figures shown are male. We came up with a direct marketing idea to change the male figure into a female one. We gave out magnetic pony tails, motivating women that on Women's International Day to place them on sports signs all over the city’s parks, to make the sports sign a female to celebrate female athletes.
Synopsis:
NIKE is one of the most recognized brands for athletes, and they are committed to building deeper community connections as well as spurring positive social change around the world. We realized that even in sports gender inequality is still a reality, 100% of Bogota´s city Sports signs in mayor parks are represented by male figure signs. Our objective was to address the inequality issue on Women's International Day, because Nike believes that everyone, regardless of gender, is an athlete.
Outcome:
- Hundreds of women joined the activity, changing the signs of different parks in the city of Bogota.- The action created a huge conversation that spread on social media and national news channels. - All of this made that Bogota's Mayor's Office changed their views and co-created with NIKE a new sports sign for the major parks of Bogota, one that would include male and female figures practicing sports. for the fist time in the city´s history.