Campaign
"Who cares about perfection, I love my imperfection"
"Being bad is the first step to not being bad"
"You'll never find a new version of yourself if you don't try"
"Dance pass people's judgement and dance only for yourself"
Nike Women China: Better For It
2015's #BetterForIt movement is Nike's largest global initiative in supporting and motivating women's athletic journey. It is also Nike Women's largest globally and locally adapted campaign to date.
The Challenge:
In China, Nike wanted to prevent women from dropping out of sport, which happens too often when difficulty, dullness, and lack of instant results discourage them from committing to more.
The Goal:
Inspire women to turn can't into can.
The strategy:
Get women hooked on steady betterment, not instant gratification.
The idea:
Taking cues from the global "Better For It" campaign, we showed women that it's okay not to be good in the beginning because we all have to start somewhere and somewhere is usually not that great.