Campaign Spotlight: Nike reimagines the music box, replacing the ballerina with a skateboarder

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SÃO PAULO, BRAZIL — In order to make skateboarding more inclusive for women, Nike has recently released a new video featuring Olympic athlete Rayssa Leal, Brazil’s youngest medal winner on the biggest stage in global sports.

The video uses whimsical elements in a lighthearted way, such as animated characters and a classic children’s cartoon soundtrack, to show that real magic doesn’t happen like in a fairy tale. Only dedication to the sport can transform both the athletes and the society where they live.

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Now the brand is emphasizing its commitment to that purpose by launching a wood-crafted music box, with original fairy tale music. But instead of the traditional graceful ballerina, the music box features an equally enchanting figurine of Rayssa Leal, the skateboarding fairy.

Created by Wieden+Kennedy São Paulo, the action that blends fantasy and reality had influencers participation to amplify the message.

CREDITS:

AGENCY: Wieden+Kennedy São Paulo
TITLE: Magic Music Box
CLIENT: Nike Brasil / Nike Global
PRODUCT: Empower
EXECUTIVE CREATIVE DIRECTORS: Eduardo Lima | Renato Simões
CREATIVE DIRECTORS: Mariana Borga | Fabiano Higashi
COPYWRITER: André Pallu
ART DIRECTOR: Renan Molin | Cacá Barabás
DESIGNER: Leandro Beraldo
ACCOUNT SERVICES: Camila Hamaoui | Nathalia Assad | Tabata Viana | Carolina Cavallini | Bruno Capasso | Paula Galiano
PLANNING: André Troster | Fernando Prado | Lucas Nunes
SOCIAL STRATEGY: Thiago Perin | Camila Paier | Marina Coelho
MEDIA: Michelle Fernandes | Iuellen Souza | Theodora Mello | Lucas Seigo
AGENCY PRODUCER: Regiani Pettinelli | Thais Bonizzi | Fernanda Moura
EXECUTIVE PRODUCTION: deAaZ Produções
3D MODELING: Fuze Image
MANUFACTURING AND TECHNOLOGY: Focos Cenografia
3D PRINTING: Teiú Soluções em 3D
PHOTO AND VIDEO: Gustavo Mendes
ASSISTANT: Bob Tucunduva
SET SUPPORT: 3T Locadora
RETOUCHING: RG Image
EDITING AND FINAL ARTWORK: Joint editorial
SOUNDTRACK: Supersonica