W+K Delhi kicked off its very first Nike Just Do It campaign not with a commercial, but with a music video-turned-internet phenomenon called Da Da Ding.
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The Da Da Ding music video showcases the unrelenting spirit of women in India, aiming to trigger a movement by changing the way sport is thought about in this country.
The campaign features the ultimate girl sport squad–from national hockey player Rani Rampal and surfer Ishita Malaviya, to Indian film actress Deepika Padukone, and a huge supporting cast of everyday women performing a diverse range of sport.
Nike and Wieden+Kennedy wanted to depict the incredible power of sport, and start a larger conversation that emboldens women to get out there and play more. Put simply, it shows sport as both fun and empowering.
In its first 24 hours, the video earned a massive response, with media coverage including Time and Buzzfeed (who called it FIERCE. AS. FUCK.) and three million collective views.