Campaign
'Be Amazing' Manifesto spot
"Run away your frustrations, run to reveal your amazing."
"Be amazing everyday"
"Train to reveal your amazing confidence."
The Amazing Journey - a mission-based online game that gets women started on a fitness journey
Bracelet and necklace charms as rewards for each mission accomplished
NIKE WOMEN CHINA: BE AMAZING
Inspiring women to fall in love with sport in a country where women dislike doing sport.
The Challenge:
In China, many women see sport as tiring, stressful and a waste of time. They only resort to sport if dieting and fasting aren't working.
The goal:
Get women to fall in love with sport.
The strategy:
Reframe women's perception of sport from a means of functional weight lost to a means of strength - emotionally, mentally and physically.
The insight:
Chinese women face pressures like no other. Despite being more ambitious and accomplished, they struggle with duties that culture and society expect of them. Women end up compromising their own happiness, and are often left feeling insecure and under-appreciated.
The idea:
Be Amazing.
With sport as the catalyst, reinforce the positive potential within all women, and inspire them to embrace sport as a means of self-empowerment.
The campaign's case study was featured on CampaignAsia.