Our challenge was to help Nike stand out on International Women’s Day with an impactful message. A message to women. And to women in sport. Knowing this was intended for a social audience, we wanted to ensure that our message resonated ––no matter if you’re a star on the Women’s Soccer Team or play high school soccer, if you’re an entry-level position, or the female CEO of a big company––this was something you felt compelled to share.

From Naomi Osaka to Megan Rapinoe, there’s a lot of amazing women in sport who helped move us all forward. We wanted to tip our hats to them––their sacrifices, their strength, their disruption––and pair that with a narrative explaining how all the things they’ve fought for, all the change and progress that’s been made, is all so one day we won’t need just one day to talk about it. Using found footage and a voiceover representing the younger generation of women, we were able to communicate how important that One Day will be.

Nike wanted to make a declarative statement––that sport needs women. The marquee home for this anthemic film was on @nikewomen, the social destination that features stories about how women, across the world, are driving sport forward.

But we felt that more than just the @nikewomen audience needed to see and hear this message.

So we used the film as the landing point from journeys created across the Nike social and dotcom ecosystem. Our approach to the story was to bring in recognizable athletes and moments from @nikewomen to build a larger story that represented the boundary-breaking individuals across the spectrum of sport that are propelling our world forward.

As a rapid brief to ensure Nike was a present and authoritative voice on IWD, we operated at the speed of culture, creating the film from start to finish in just 7 days. We dug into the Nike archives to find footage of iconic sport moments, cultural moments, and footage from stories of inspiring female athletes. In partnership with Sports Marketing teams, we secured professional athlete approval on the film in record time.

Because this was intended to run organically on owned channels, we briefed athletes and local markets across Nike to amplify the film / message on their own channels. From Megan Rapinoe to Nike Shanghai, -audiences across the globe celebrated alongside Nike and our “One Day” message.

20% increase in engagement on Instagram

50% increase in engagement on Twitter

88% Positive sentiment on Instagram

75% Positive sentiment on Twitter