When the world shivers, Russia plays.

To launch Nike’s first ever winter campaign for the Russian market,

we inspired everyday Russian athletes to get out there and show us what they're made of.

With #PLAYRUSSIAN we created Nike's first ever 100% user generated film,

dropped tactically on the opening day of the Sochi Winter Olympics 2014.

Our campaign was supported by a huge social recruitment drive, online hub, cross-category events and TVC.

Another part of Play Russian that we were involved with featured Maria Sharapova smashing ice hockey pucks with a tennis racket. This was filmed but not used for the final cut.

Credits
Agency: AKQA
Group Creative Director: Masaya Nakade
Associate Creative Director: Toby Burnett
Senior Copywriter: Alvin Helmandi

Creative: Joe Watson

Creative: Aryven Arasen
Senior Designer: Hass Rauf
Strategic Planner: Edward Campbell
Film Direction: Sam Rushworth
Head of Film: Quiche Campbell
Partner Agency: Wieden + Kennedy Amsterdam