Nike's project for or International Women’s Day tomorrow (March 8), are these three Nike films that aim to inspire more women and girls to get active.
The films are part of three campaigns that launched locally last month in the Middle East, Russia and Turkey, but resonate globally. The one objective of the different local campaign was to encourage women to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. In the middle east, as in so many other cultures, the main obstacle is "What will they think about you?" This ad serves as a punch against that cage, who cares what they think?

The 70-second clip film highlights five remarkable women who have achieved personal success through competitive and amateur sport.  Despite concerns or criticism, these women hope that the world will say they’re pioneers, role models and strong voices for their region.
 
The film features both professional and everyday athletes from the Arab region, including Parkour Trainer, Amal Mourad; Figure Skater, Zahra Lari; Pop Singer; Balquees Fathi; Fencer, Inès Boubakri; and Boxer, Arifa Bseiso.  Points for the motorcycle gang babes in the dark alley.

See also What are girls made of for the Russian market and This is us for the Turkish market.

Executive Creative Director : Eric Quennoy, Mark Bernath Creative Director : Craig T Williams, Al Merry Art Director : Teresa Montenegro Copywriter : Mohamed Diaa PRODUCTION COMPANY : DIVISION Director : Fleur Fortuné Director of Photography : Natasha Braier Stylist : Hannah Edwards Line Producer : Benoit Roques Executive Producer : Jules de Chateleux EDITING COMPANY : TRIM EDITING Editor : Paul Hardcastle Assistant Editor : Ed Hanbury AUDIO POST : GRAND CENTRAL RECORDING STUDIOS Sound Designer/Mixer : Raja Sehgal Additional Tracklay : George Castle ADDITIONAL RECORDINGS : STAINLESS SOUND Audio Engineer : Nick Smith Audio Assistant : Robert Stelmach MUSIC : WOODWORK MUSIC Artist / Title : Philip Kay "Full Circle" Music Producer : Andy Oskwarek
Commercials: 

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • Kaitlin Kealey's picture
    Kaitlin Kealey (not verified)

    Hi, did this advertisement air on television or what is just online?

    Mar 11, 2017
  • Dabitch's picture
    Dabitch

    The films are airing on broadcast in each local market and are supported by integrated campaigns including print, OOH, social and digital executions, influencer activity and events.

    For more info visit: Nike News

    Mar 11, 2017

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