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Wieden+Kennedy pushes content revolution further with ‘Margot vs Lily’ series for Nike

Nike and Wieden+Kennedy Portland are giving the content revolution a significant nudge forward with an eight-part series ‘Margot vs Lily,’ featuring YouTube-obsessed star Lily and her exercise-averse sister Margot (sensible girl). Producer is RSA.

The series is linked to Nike’s ‘Better For It’ athletics initiative. In this first episode “the sisters return home for the holidays on tense terms. 24-year-old Margot has just been fired from her job, while 22-year-old Lily’s YouTube channel “LilyNinja” is more successful than ever. Lily prioritizes fitness over friends, while Margot has a robust social circle and little interest in sport. On New Year’s Eve, tensions boil over and the sisters make a bet.” (it says here).

Nike VP of global brand marketing for NikeWomen and Women’s Training Kerri Hoyt-Pack says: “It’s about personal growth and pushing yourself to be your best. This message embodies a relatable range of human experiences and emotion – from self-confidence to self-doubt – that women encounter with sport and fitness. Being ‘Better For It’ doesn’t mean accomplishing an unbelievable feat; it means being bold enough to take on a personal challenge, like the characters Margot and Lily do.”

Lily is played by Samantha Marie Ware while the part of Margot is played by Brigette Lundy-Paine. Co-creator of the series was filmmaker Alfonso Gomez-Rejon.

Looks promising and where Nike and W+K go, others tend to follow. The first episode’s had over 750,000 views on YouTube. Be interesting to see how/if the series builds.

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