Nike Creates A Charming Music Box That Rethinks The Ballerina As Centerpiece
Image courtesy of Wieden + Kennedy São Paulo
In the height of the Olympics, Nike is once again shunning outdated expectations and welcoming a new generation of confident, strong-willed females into the world of sports.
An extension of its New Fairies film, which celebrates diversity in sports through a Disney animated movie-style video, the sportswear giant’s latest activation recreates this magic in the form of a real-life, vintage wood-crafted music box. When the Swoosh-branded box is unlocked, a spinning skateboarder with fairy wings appears where the usual ballerina figurine would be.
Image courtesy of Wieden + Kennedy São Paulo
It’s modeled after Brazilian skateboarder Rayssa Leal, who, at age seven, enthralled the internet with a video of her flipping down steps in a fairy princess outfit. This year, at 13 years old, she competed at the Olympics and was awarded silver for women’s street skateboarding—a happily ever after in its own right.
The quaint video with the nostalgic music box, a rendition of Disney’s uplifting A Dream is a Wish Your Heart Makes, was produced by advertising agency Wieden + Kennedy São Paulo.
[via Wieden + Kennedy São Paulo]
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