Nike lance sa nouvelle campagne Just Do It, Play Russian

Nike nous offre une nouvelle campagne « Just Do It », cette fois-ci à destination du marché russe. Cette publicité, intitulée « Play Russian », nous montre la rugueur de l’hiver russe et glorifie les athlètes qui continuent de braver le froid afin d’inciter la population à continuer à bouger dans les rues de Moscou et à travers le pays, en vue de l’Hiver Sportif qui se prépare.

Portée par le hockeyeur Alexandr Ovechkin, la sauteuse en longueur Darya Klishina, le footballeur Alexander Kokorin, le snowboarder Denis Leontyev, le skateboard Egor Kaldikov et la patineuse artistique Adelina Sotnikova, la publicité est accompagné d’un texte en russe disant tout simplement « Vous pensez que c’est anormal. Nous pensons que cela est Russe. Il est temps de montrer au monde ce que cela signifie de #playrussian »

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Et comme d’habitude, toute campagne ne vient pas sans son activation. De décembre à janvier, une série d’événements uniques à travers le pays auront lieu permettant aux jeunes de #playrussian. Des runs, des matchs de football, des snow parks et des matchs de hockey sur glace seront organisés. Nike a décidé de créer une section dédiée sur son internet, playrussian.nike.com, regroupant les contenus publiés sur les réseaux autour du hashtag #playrussian, qui invite le public russe à se prendre et montrant les activités pratiquées durant le grand froid et décider si la devise #PlayRussian est appliquée ou non.

Play Russian est aussi une opportunité pour la marque de prendre la parole à quelques semaines du début des Jeux Olympiques d’Hiver à Sochi 2014 où la Russie devrait être l’une des grandes nations, notamment via Alex Ovechkin et l’équipe nationale de Hockey sur Glace, habillée par Nike.

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