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Jorja Unlocked
Amplify, Nike + Jorja Smith join forces to inspire young female talent…
Challenge
Amplify were challenged to help Nike Womens launch their new Nike Air Force 1 Sage Low sneaker with an event and live performance from the face of the campaign, Jorja Smith.
Insight + Strategy
Young women in London today are feeling a sense of empowerment. They are finding solidarity in their voice and identity. They want to express their creativity and be recognised as the force they are. We chose to host a Nike x Jorja Smith concert that gives girls space to not only have a good time but also learn, interact and be inspired by young women like them who have started to achieve their goals. In short, give them a creative platform to empower them.
Solution
Jorja Unlocked
We invited crews of young women to a live performance from Jorja Smith at Hoxton Docks where they could also engage with zones designed to either inspire, excite or to encourage creativity. The zones went from The Force is Female Gallery where a group of women from creative industries could mentor a group of young Londoners, to Crew Quote Wall where crews contributed a quote on what The Force is Female means to them, to The Force is Female Panel talk hosted by Beats 1 Radio presenter, Julie Adenuga.
Each guest was given a Nike T-shirt and Tote bag on arrival to design / customise at the Customisation Zone and every crew was able to capture a Force is Female branded GIF to upload directly to their social channels.
400
Guests
7
Zones for guests to engage with