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The summer of 2019 saw France host the Women’s World Cup, in the lead up to this iconic event brands got involved from all sides to support women.

In honour of this, Nike created Unité Totale, a capsule collection of women’s trainers. Referencing the simplicity of French style, each shoe was marked with the phrase “Nos differences Nous unnisent” – Our differences unite us. Our brief was to create a social campaign to launch this shoe collection with OFFICE and appeal to their young female audience.

The challenge was how to take this message and emotionally connect with our consumers, uniting females across the UK?

The team began by looking at social trends and other key events taking that place that summer to anchor the campaign yet standout from the crowd. We discovered that #squadgoals was currently trending on social, celebrating female friendship and group selfies. The selfie had been swapped for a more communal form of indulgence, it wasn’t just about who you were as an individual anymore, but who you were as a member of your group.

This led us to centre our campaign around the idea of encouraging squads of womens across London to come together and celebrate their uniqueness. The summer of squad girls was going to become the summer of solidarity! We focused on content that would highlight key moments where trainers allow her and her squad the freedom of movement and freedom to be themselves. E.g, Enjoying a summer festival in style!

The summer of 2019 saw coordinated squad looks trending for festivals, popularised by 90’s girls bands. Girl crews were matching their outfits, while allowing each member to stand out and be individual.

This immediately led us to the confetti crowd, a self named London’s girl gang of 4 creative girls who ran a joint instagram. Each member brings their unique style and focuses on boosting positivity for females. We then selected nail artists and photographers to collaborate on the campaign – all females of course! Finally we used the hashtag #officelovesmysquad across the campaign to show OFFICE’s support!

The result:
The campaign highlighted strong, independent and accomplished females and got up to 10x more engagement than standard posts. Plus the confetti crowd looked incredible in their coordinated outfits, each girl wearing a different shoe and showing off their uniquely different style, together.