Adidas RU-GIRLs
2019 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
