This campaign has been awarded with a D&AD New Blood Graphite Pencil.
Japanese girls face some of the toughest pressures of our contemporary world, in turn creating low self-esteem and mental anxiety.
It’s time for a change.
adidas RU-GIRLS are a rugby loving community, uniting young
like-minded girls to tackle female stereotypes, kick out kawaii and push back on societal conventions.
What is more freeing than a rough sport?
This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.
Concept and Strategy: Zoe Akihary, Noam Kaestner, Lukas Schwering, Maeva Domingues
Video Editing + Animation: Zoe Akihary
Graphic Design: Noam Kaestner + Zoe Akihary