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Nike Argentina Celebrates Female Football Players with 'Before That' Film

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R/GA Buenos Aires highlights the obstacles women must overcome to have access to sport and achieve their goals

Nike Argentina Celebrates Female Football Players with 'Before That' Film
Nike Argentina inspires a new generation of athletes in “Before That,” its latest campaign created by R/GA Buenos Aires. The campaign points out the obstacles and barriers that women need to overcome to have access to sport and reach their goals.

“Before That” leads up to the Female Football World Cup, taking place in France next June, and stars Argentine football players Ruth Bravo, Estefanía Banini and Belén Potassa - leaders of the leaders of the transformation that is taking place in the local football scene.

The piece celebrates the inclusive nature of sport and its power to enhance human potential. It’s aligned with Nike’s global “Just Do It” positioning, which encourages all athletes to chase their dreams, even if they seem crazy.

The campaign begins with the story of Candelaria Cabrera, an eight-year-old girl from the city of Chabás, Santa Fe province, who had to beat prejudices and get permission from the local league authorities to play mixed soccer until she turns ten. Eventually, committing the league to create a league for girls.

Nike and R/GA unites the story of the different characters in a reverse chronology that begins with the dream of being a champion and goes through all the difficulties that women have to face to practice the sport they love.

“'Before That' tells the story of multiple women that have to overcome daily barriers that shouldn’t exist. The lack of visibility and access to women’s football is a local issue, but it can also reflect the reality in other countries. The idea of this campaign is to inspire athletes to overcome these and other obstacles, showing how these girls have been doing it silently and with so much effort for so long,” says Mariano Jeger, VP executive creative director SS LATAM, R/GA Buenos Aires.

“Before That” was produced by Primo, under Nicolás Pérez Veiga and Julieta Cabrera’s direction, and includes print, OOH, digital content and interviews with the football players that will be available on
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Brand: Nike

Post Production / VFX

Post Production Company: Picklehouse

Colourist: Jorge Russo


Sound Company: Papamusic

Mix Artist: Manual de Andrés


Customer Responsible: Marcos Sundblad, Delfina Marcó and Ignacio Isasi

Creative Agency

Creative Agency: R/GA Buenos Aires

Executive Creative Director: Mariano Jeger (VP SS LATAM)

Producer: Melisa Cambre (CS)

SVP, Managing Director: Bruno Rovagnati (SS LATAM)

Client Service Director: Florencia Pereyra (Executive)

Strategy Director: Florencia Leonetti

Group Creative Director: Diego Levi

Account Director: Sol Fraguio

Senior Strategist: Juan Linares

Senior Producer: Gustavo Lugones (CS)

Associate Creative Director: Andrés Juarez

Senior Copywriter: Ramiro Agulla

Senior Art Director: Matías Rojas

Visual Designer: Pablo Maffezini (Senior), Adela Posse (Junior), Guadalupe González

Executive Producer: Guillermina Ortíz Segui (CS)

Production Company

Production Company: Primo

Director: Julieta Cabrera

Executive Producer: Nicolás Pérez Veiga and Soledad Pérez Veiga

Producer: Germán Lentini

DOP: Charly Ritter

Assistant Director: Leo Petralia

Art Director: Magdalena Arrieta

Wardrobe Stylist: Greta Ure

Production Manager: Matías Valia and Zacarías Ríos

Editor: Alejo Hoijman and Paula Bailardo

Genres: Documentary, People, Action, Storytelling

Categories: Clothing and Fashion, Sportswear, Tue, 07 May 2019 17:13:18 GMT