We elevated moments of athletes' pride shared as Instagram posts by unexpectedly reposting them as street art. Then we took it back to mobile. All in real time. Every new poster provoked more action selfies.

Media Execution:

– Posting girls’ action selfies on the streets and sending them back to Instagram.

Media Placement:

– June 4 (first posters on the streets/Instagram) — Aug 4 (last poster removed)

– project website nike.com/moscow (now offline)

54 posters provoked an avalanche of new photos. The hashtag got more than 30K action shots as a result.