A clever appropriation of guerrilla street art by a Brand, the campaign for Nike Russia, celebrates the female athletes of Moscow. Instinct, who created the campaign, used selfies of local female athletes and turned them into street posters. The creative team used hashtags on Instagram to capturing the athletes’motivational slogans and train method.

After designing each poster, Instinct contacted an athlete’s friend with instructions on where to find the poster. Each poster was kept as a secret to the athlete until the friend posted a picture on social media. The team produced 54 posters in total, and in return, viewers shared more than 25,000 photos of the campaign on Instagram.

We love this innovative and brilliant campaign. What do you think about it??

via: Communication Arts