Nike wanted to increase their sales in Russia - a market dominated by their competitors, who tend to use global corporate advertising.So, instead of a normal ‘selling’ campaign, we started a wide initiative to connect specifically with Russian kids and get them playing sport.To do this, we needed to get into their heads - and after much discussion with them, we realised they felt very restricted in their country.

Our solution, therefore, was to show them that sport could be a way to feel free.

Using the theme ‘Don’t Let Anything Stop You’ in a variety of media (TV, cinema, press, posters, ambient, retail - but above all, a Russian website) we encouraged them to fight through the barriers to play sport.But more than that, we actively helped them through these barriers - by setting up special urban events and competitions, showing them how to find pitches and courts, and giving them new places to play.