Nike wanted to increase their sales in Russia - a market dominated by their competitors, who use global corporate advertising.Instead of a ‘selling’ campaign, we started an initiative to connect specifically with Russian kids and get them playing sport.

After talking to them, we realised they felt restricted in their country. So we showed them sport could help them feel free.Using the theme ‘Don’t Let Anything Stop You’ in a variety of media, we encouraged them to fight through the barriers to playing sport. But more than that, we helped them through these barriers - by setting up urban events, showing them how to find pitches, and giving them new places to play. The campaign led to a huge upturn in participation - not to mention web hits and sales growth - with over 1500 kids at our events, and Youtube hits at 200,000 and counting.