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Nike: Quinceañeras


Piérdelo Todo. Gánalo Todo.
Lose it All. Win it All.


Lion Shortlist in Entertainment for Sport
6 Gold & 1 Silver Clios in Sports
Gold in Ojo de Iberoamérica


Traditionally, in Mexican and many other cultures, your XV’s as a young woman is a transition from being a child to a woman.
It’s a presentation to society.However, this deeply rooted tradition perpetuates gender stereotypes,
tying the future of the women to behaving under society's mandates. It’s time to give girls another option,
a chance to lose these dated beliefs, stereotypes and norms and help them win a chance to become athletes.
But how?
We created the largest and boldest XV party in Mexican history, sponsored by Nike. But it was not a traditional party.
So, instead of presenting them to the traditional society at this party,we presented our girls to the sports society, especially to sports clubs and sponsors.
They will represent the new generation of female soccer players, ready to be recruited, helping in shedding old traditions and embracing new ones.















Credits
Agency: Wieden & Kennedy
Directors: Fridman Sisters
Photographer: Seo Ju
Team: Felipe Ribeiro, Jessica Apellaniz, Arah Kim, Andrea Souza, Rafael Campello, Gus Henrique
Production: Stink