NIKE
Inspiring girls in Saudi Arabia to discover their inner potential
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Sport is growing fast in Saudi Arabia, but for young women, it’s still something foreign and intimidating. To fill Saudi girls with confidence and excitement to begin their sport journey, we needed to make them realise the potential within themselves.
Imagine being a team player who has never met her team, a striker who has never touched a ball, a gymnast who has never taken a leap. Potential is a terrible thing to waste. With this campaign, we want every girl to ask herself…but what if I can?
To bring this story to life, we collaborated with one of the country’s best-known and one of the first female filmmakers of the Kingdom, Haifaa Al Mansour. Haifaa brought to the project the level of craft and authenticity deeply rooted in Saudi culture.
We also shot a series of stills with Madelaine Penfold.
We filmed everything in Riyadh. It was an incredible experience to visit the country for the first time and see how the project brought together so many young female Saudi athletes.
See Credits +
Agency: Wieden+Kennedy Amsterdam
CDs: Güney Soykan, Evgeny Primachenko
Art Director: Mariano Garcia Cruz
Copywriter: Dasha Ovechkina
Director: Haifaa al-Mansour
Production: Lief
VFX: Blackkite
Editor: Paul Hardcastle / Trim
Producers (Agency): Khalid El Khouani, Salma Daoud
Planning Director: Reid Schilperoort
Comms Planning Director: Anna Chan
Group Account Director: Franky Wardell
Account: Hannah Heidar, Aneesha Ghattaora