Redefine P.E. with NikePlus

BRIEF

D&AD New Blood 2020

Make NikePlus the #1 community for girls aged 14-19 years old.

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SOLUTION

Using NikePlus, create a liberating campaign to encourage girls to take part in sports. The campaign “Redefine P.E.” is designed to give P.E. a brand new meaning other than “Physical Education” and to change girls' negative relationships that they have with P.E. The campaign aims to encourage girls to take part in sports on their own terms and to reclaim P.E. as something personal to them.