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

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

Rooted in mobile, taken onto the streets, and then sent back to Instagram. Personalised, in a way that was surprising for most active girls, it inspired more girls to do action shots. The loop from mobile to the streets and then back online is what made this campaign extraordinary and emotional.

Support Moscow girls 16-25 doing sports by recognizing their athletic efforts as achievements. Let them become inspirational characters for the rest of the girls.

A majority of Moscow girls are defined by others. They stick to superficial ideas of beauty and success. But some girls get out of their comfort zone and do sports to become better and more complete. This campaign supports them on a harder path and inspires other girls to follow them.