In an era where traditional media falls short in celebrating female athletes, the power of social media steps up to bridge the gender imbalance in sports reporting. Nike, a global sportswear giant, took a bold step in 2019 to confront the alarming statistic that women received only a mere 2% of media coverage in sports. This glaring disparity perpetuates the misconception that the world of professional sports is predominantly male-dominated. Determined to change this narrative, Nike embarked on a mission to ensure that the next generation of female athletes knew they had an equal place in the realm of sports.

Enter Instagram, the social media platform where countless young women and girls spend their digital hours. Nike harnessed the full potential of Instagram, effectively blending the conventional magazine publishing format with the real-time interactivity that social media uniquely offers. The result? A groundbreaking initiative known as the “Nike Instazine.”

The Nike Instazine sought to highlight the remarkable achievements of professional female athletes who had conquered so-called “men-only” sports. By leveraging Instagram’s diverse range of features, the Instazine transformed the way stories were told and consumed, engaging the Gen-Z audience in a meaningful and innovative manner.

Here’s how Nike’s Instazine disrupted the status quo:

Showcasing Unsung Heroes: The Instazine platform shed light on female athletes who had excelled in sports traditionally dominated by men. These incredible women served as inspirational role models, proving that gender was no barrier to success in the sporting world.

Real-Time Interaction: Unlike traditional magazines, the Instazine provided real-time engagement opportunities. Followers could comment, like, share, and interact with the content, fostering a sense of community and connection among fans.

Global Impact: The Instazine’s success was undeniable, amassing a staggering 500 million views. This immense reach resulted in a wave of young girls discovering new sporting heroines, empowering them to pursue their athletic aspirations.

A Global Template: Such was the triumph of the Instazine that Nike decided to replicate the format on a global scale. The initiative not only resonated with audiences but also demonstrated the potential for social media to become a driving force in reshaping gender narratives in sports.

In conclusion, Nike’s Instazine represents a remarkable shift in how female athletes are celebrated and promoted. By utilizing the influential platform of Instagram, Nike successfully tackled the gender imbalance in sports reporting head-on. The initiative’s reach and impact have not only given young girls newfound sporting heroines but also set a precedent for the transformative power of social media in championing gender equality in sports. As the world continues to evolve, the Instazine serves as a beacon of hope, illuminating a future where female athletes are celebrated, supported, and empowered to shine on the global sports stage.

Credits
Advertising Agency: BBH Singapore
Client: Nike

This campaign is about:
Female athletes, Empowering women in sports, Gender balance in sports, Nike Instazine, Social media in sports, Women in professional sports, Gen-Z sports engagement, Inspirational sportswomen, Women breaking barriers in sports, Sports media representation, Gender equality in athletics, Women’s sports coverage, Instagram for sports stories, Nike’s social media impact, Female sporting heroes

Stereotypes. Women, you have heard them all.

“You drive pretty well for a woman.”
“Can your feet reach the accelerator?
“You might want to consider a smaller car?”
“Will you be able to change the tire on your own?”
“You’ll be more comfortable in the backseat.”

But, it’s time to steer away from stereotypes. Change the attitudes and take to the streets to #DriveTheChange to an equal future.

Audi India celebrated this Women’s Day with its #DriveTheChange initiative to drive over gender-related stereotypes. Audi India kicked off the initiative by inviting its fanbase to post some of the gender-related stereotypes they are tired of hearing. Having received over 100 responses, the brand took this initiative on-ground by inviting eight women for the campaign drive.

Credits
Client: Audi India
Campaign: Drive The Change
Agency: BBH

Local insight: Running in Bangkok is restricted to gyms (No fun) Or parks, where you’re running in circles (Boring) A shoe that makes running fun needed an innovation that did just that.

Execution: We turned the city of Bangkok into a real-time running game. The moment you step out of your house and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one.

The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps.

Changing running behaviour, one mission at a time. An intelligent back-end system allowed us to study running patterns of the players. Pushing them beyond their usual route to explore different parts of the city at different times of the day/night via missions

No app downloads. Lace up, game on. We didn’t want our tech to interfere with existing running behaviour. So we built the entire game inside Line’s chat messenger. Just step of your house, switch on your Bluetooth and your phone would automatically collect the tokens.

Results: 15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.

Credits
Advertising Agency: BBH, Singapore
ECD: Joakim Borgstrom
Creative Director: Xander Lee
Creative Team: Sudhir Pasumarty, Omar SotoMayor, Dillah Zakbah, Nikhil Panjwani, Jiarong Sng, Alexa Ong
Account team: David Webster, Sid Tuli, Ross Henderson, Anna Lorentz Production

Tags:
Experiential, Singapore, Fashion, Nike, BBH, Nike Go BKK, Sport, Technology, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads

Credits:
Client: Ikea (Singapore, Malaysia, Thailand)
Campaign: Recipes for Delicious Kitchens
Agency: BBH Asia Pacific
ECD: Scott Mcclelland
CD: Tinus Strydom, Maurice Wee
Senior Art Director: Gaston Soto
Senior Copywriter: Omar Sotomayor
Business Director: Bibiana Lee
Account Manager: Jade Cheng, Cheryl Cheong
Project Director: Lesley Chelvan
Head of Planning: James Sowden
Senior Planner: Rebecca Ash
Social Media Strategist: Josie Khng
Executive Producer: Daphne Ng
Producer: Samantha Dalton
Production house: 4 Humans
Director: Javier Laurenco
DOP: Juan Maglione
Producer: Mechi Serrano
Music: Noroeste Música

With an initial focus on visual storytelling, BANG BANG cornered the beauty and automotive advertising market by significantly raising the bar for production values in Indian advertising. Subsequently, it expanded its repertoire by serving as a home for iconic Indian directors like Dibakar Banerjee.

Over the years, BANG BANG has produced iconic spots for brands like IKEA, Google, Pepsi, L’Oréal, Sony, Unilever, Indigo, Netflix and dozens of others with Ogilvy, JWT, Lowe Lintas, Dentsu Taproot, Wieden + Kennedy, BBH and many other agency partners.

BANG BANG launched its new avatar earlier this year, working with Dentsu India on a mammoth production to deliver IKEA’s iconic India launch campaign, being rolled out across media over the coming months.

To announce its #Production2020 mission and evolution, BANG BANG released this high-octane video last week across social media channels.

Speaking on the evolution, Roopak Saluja, Founder & Managing Director, BANG BANG (and Group CEO of The 120 Media Collective) said, “It’s hard to overstate the extent of flux our industry has seen in recent years. But wait, there’s more coming. The world needs a recalibrated production model to cater to the needs of 2020. We at BANG BANG have been ramping up to this reality for years and are delivering it here and now in 2018, with commercials at the core but augmented capabilities, backed by a vast body of work, across content, photography, digital, interactive, gaming and more. The one constant is storytelling but there are now a thousand ways to get there.”

About Bang Bang:

BANG BANG – India’s International Production Company, is the leading provider of production services across the South Asia region and undeniably, the best-known Indian production brands amongst the global creative and production community. BANG BANG changed the face of the commercials production business in India in early 2006 by bringing in diverse high-end global talent to work in India followed by a heightened level of professionalism in line with global standards. That professionalism and relentless focus on quality keeps BANG BANG firmly on top as the leading service provider in the region.

About The 120 Media Collective:

The 120 Media Collective is one of India’s most impactful digitally oriented companies, helping brands connect with their audiences through compelling content, customised distribution and incisive amplification. The company creates, produces, distributes, monetizes, creates engagement around and promotes multi-platform content for audiences and brands globally. Declared ‘Content Marketing Agency of the Year’ at Content Marketing Summit Asia, the diversified content and communications group comprises subsidiary brands, Jack in the Box Worldwide, one of South Asia’s leading agency brands in the digital space; Bang Bang Films- India’s International Production Company; Sniper, which redefines commercials and content production for the digital age and Sooperfly, which creates and produces digital video properties for brands. With a high level of credibility and quality relationships with brands, The 120 Media Collective is pushing the boundaries and blurring the lines

Levi’s Go Forth, a new voice and campaign for the Levi’s brand and Levi’s 501 jeans. The campaign is inspired by the passion Walt Whitman felt for the potential of America and promise of the future. Films were created to demonstrate Levi’s awareness and relevance in the world through “America” and “Pioneers! O Pioneers” accompanied by readings of Whitman’s poems of the same name. Outdoor and printed material evoked the spirit of the new pioneer—today’s progressive—by featuring such optimistic statements as “Will work for better times,” “All I need is all I got,” and “Tough as your spirit.” Combined with a digital re-editing of the Declaration of Independence and a call for young pioneers to create a new portrait of America online, the Go Forth campaign infused new energy into an authentic and beloved brand that had been somewhat quiet for too long.

Credits:
Campaign: Levi’s Go Forth
Agency: Wieden+kennedy
Photographer: Ryan McGinley

Vaseline® has launched a new social mission to help heal the skin of 5 million people living in crisis or conflict by 2020.

The Vaseline® Healing Project is an aid effort in partnership with Direct Relief, to provide dermatological care, Vaseline® Jelly & medical supplies needed to help heal the skin of people affected by poverty or emergencies around the world.

Vaseline Healing Project

Credits:
Campaign: Vaseline Healing Project
Advertising Agency: BBH, New York, USA
Creative Chairman: John Patroulis
Chief Creative Officer: Ari Weiss
Executive Creative Director: Laura Fegley
Creatives: Mikio Bradley, Klara Lindberg
Head of Integrated Production & Technology: Carey Head
Head of Content Production: Kate Morrison
Senior Producer: Christina Carter
Director of Business Affairs: Sean McGee
Global Business Director: Torrey La Grange
Global Account Manager: Nicole Landesman
Production Company: Radical Media
Director: Michael Lawrence
EP: Gregg Carlesimo
Line Producer: Clint Caluory
Editor: Georgia Dodson
Edit House: Cut and Run
Post Production: Company 3
Sound Mixer: Seth Phillips
Audio House: Sound Lounge
Music: Able Baker

KFC: A music video in a lunch hour

Credits:
Advertising Agency: BBH, London, UK
Creative Director: Hamish Pinnell
Creative: Hamish Pinnell
Production Company: Friend London
Director: Jose Otero
Producers: Natalie Parish, Chris Watling

New Axe Anarchy for him + for her Unleash the chaos.

Credits:
Advertising Agency: BBH, London, UK
Director: Tom Kuntz
Creative Director: Dominic Goldman, David Kolbusz
Creatives: Daniel Schaefer, Szymon Rose
Producer: Suza Horvat
Sound: Factory Studios
Account Directors: Richard Lawson, Keir Mather
Post production: Framestor
Agency Producer: Ruben Mercadal
Photographer: Jean-Yves Lemoigne
Print Producer: Jeremy Gleeson
Account manager: Jennifer Omran