THE CHALLENGE
The USWNT was on the verge of winning the World Cup. Nike wanted to show up the moment they claimed victory and had no time for a shoot. But this team, and this moment, deserved something more than a phoned-in congratulations ad.

THE SOLUTION
The team's chant, 'I believe that we will win,' was already a rallying cry. But those words could hold more weight. 'Win' didn't have to mean just the tournament. It could mean everything this team was fighting for. Using only still photos, we turned six words into a bold declaration.

WHY IT WORKED
The campaign reframed a sports victory as a cultural statement, giving the team's fight for equality the same spotlight as their athletic achievement.