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World View: You go, chica!

Using atypical advertising images of Mexican women, a Nike campaign that will run south of the border features female athletes proudly asserting their abilities.

The team from Wieden + Ken nedy, Portland, Ore., used non-actors and no “European or Nordic” women, who they say are used too often in Mexican ads. “If you want to show beauty and strength, you should show Mexican women,” says art director Danielle Flagg.

Not many campaigns in Mexico provide “platforms for women to speak their minds,” says creative director Joe Shands.





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