Nike : Just Do It - PLAY RUSSIAN

Made for the Russian market, the campaign - aptly named ‘Play Russian’ – portrays the harsh Russian winter and celebrates the athletes that are out moving despite the temperature in a bid to inspire movement in the streets of Moscow and around the country, building momentum around a Winter of Sport.

Throughout December and January a series of events centred on running, football, snowboarding and ice hockey will take place to enable young Russians to #playrussian. Supporting digital activity will see users capturing and sharing their sporting moments using the #playrussian hashtag. 

So far they've got a website that hosts all videos and photos of training in the open air that have been posted in social networks with a hashtag #playrussian