The new Nike Women campaign, “Be Transformed”, celebrates women who are determined to drive their personal revolution through sport, transforming into stronger and more confident women.
The initiative was created from conception by AKQA San Francisco, who are Nike APAC’s digital agency of record. The integrated campaign will be distributed throughout Asia Pacific in cinema, TV, digital (mobile and website), print, out-of-home and in-store. ‘Be Transformed' challenges women to understand the value of training and to rally around a manifesto:
Challenge me. I’ll never say no. Respect me. I never back down. Follow me. And I will take you everywhere. I am no longer confined to one direction in life. I have broken free. I refuse to be considered fragile. My body is strong. I refuse to be pitied. My spirit runs deep. I refuse to be ignored. I have overcome. I can go anywhere. I can be anything. Because when I train, I am transformed.
Featured throughout the campaign is the Nike Zoom Sister One+, a bold shoe that incorporates some of Nike’s most innovative technologies. Inspired by the dynamic movements of today’s women’s training programs, the Nike Women design team created a product with lightweight support for their multi-directional training. An essential tool to their transformation, it was designed to help women to become stronger while remaining agile.
This campaign illustrates the transformation stories of six athletes, for which training is essential in their lives not only for their sport, but their own personal spirit. Six unique spots combine live action and animation to illustrate the potential that the Zoom Sister unlocks for these athletes
AKQA and Nike commissioned Curious Pictures and I Love Dust to create these ads using a collective of international animators and illustrators. Each video is visually unique and draws on a variety of animated styles that reflect the personality of the different shoes in the Zoom Sister series.
The nikewomen.com digital experience allows users to browse Nike’s range of products and explore the innovations behind the Zoom Sister series. The site also profiles the featured athletes through video and blog content and allows girls to set individual training plans to help aide their personal transformation.
This campaign also features a prominent 110-meter long building wrap of Beijing’s International Plaza, one of the largest and most prestigious department stores in the city.
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