Nike Russia and Moscow-based design studio Instinct collaborated on a guerrilla street poster campaign featuring selfies by local female athletes. The creative team browsed Instagram with tags relevant to the brand and turned the best selfies into street posters, featuring the athletes’ captions as motivational slogans. After designing each poster—and getting the installation approved by city officials—Instinct contacted the athlete’s friends with instructions on where to find her poster. Each poster was kept secret to the athlete until her friends posted a picture of it on social media. The team produced 54 posters in total, and in return, viewers shared more than 25,000 photos of the campaign on Instagram.

Read more here:: Exhibit: Nike Russia street poster campaign