Social street art

Moscow – Nike has made its fans unwitting street art stars in a bid to drive Instagram engagement.

• Nike turned the best action shots of amateur athletes on Instagram into life-size posters
• Users were surprised to find their images turned into street art, which also included their captions and Instagram handles

Nike Women’s Street Attack, from creative agency Instinct, scoured Instagram for the best sports selfies of amateur athletes strutting their stuff at home and in skate parks and dance studios across the country. With help from street art collective Zuk Club, these were then turned into life-size posters and plastered on walls, stairwells and alleyways across the city, completely unbeknown to the users themselves.

‘The unexpected reward and motivation of seeing themselves in this form provoked an avalanche of action shots on Instagram,’ says Instinct, a promotional video revealing how the campaign proved a welcome boost to aspiring athletes and social media mavens.

The Big Picture: Brands are turning to social media to find authentic brand advocates. Find out why by watching our interview with Olapic founder José de Cabo.