close

Nike Women / Body parts

Nike hadn’t talked to women in a while.

Our challenge was to reconnect Nike to a large audience of active women (who work out 2—4  times a week) and make them proud of the bodies they’ve shaped through sport.

Despite a small ad budget (3% of the category spend) and not buying media outside the U.S., this campaign sparked a national and international conversation that got over 47 million free media impressions from the U.S. to China to Australia. 26 mentions on national TV (on programs like Good Morning America, The Today Show, CBS Early Show, Access Hollywood, Entertainment Tonight, Fox News Live and CNN Headline News), 125 mentions on regional TV programs and 180 mentions across national and international print publications like The New York Times, USA Today and The Washington Post.

The awards this campaign received (Best of Show at the WIN Awards, Best Spread at the Kelly Awards, an Art Directors Club Award and an Advertising Women of New York Award) weren’t nearly as satisfying as the emotional responses we got from women.

Here’s one of my favorite quotes: “Hi there, I read the article in the business section of the NYT this morning and it made me cry. THANK YOU for focusing on us normal women. If you keep it up, maybe my 18-month-old daughter won’t have as many body issues and eating disorders as the rest of us older chicks. Thanks again.”

Creative partner: Kathy Hepinstall Photographer: Max Cardelli Illustrator: Stina Persson

Print

Digital

Press

close

Matchmaker / Storyteller / Problem Solver / Truth Finder

Hi. I’m Mira Kaddoura. Thanks for visiting my site.

I’m an interactive artist and Creative Director working with clients through a place called Red & Co. Previously, I worked at Wieden+Kennedy for 10 years on brands such as Nike, Coca-Cola, Belvedere Vodka, Target and Travel Oregon. It’s been an incredible ride, and I’ve been lucky to work with some of the most talented writers, directors, photographers and artists in the business, many of whom I now call my friends.

Part problem solver, part therapist, part lover of all things design/art/film, I sell ideas for a living. Sometimes it means taking new or existing brands and making you care about them. Sometimes it means taking old brands no one gives a sh*t about and making them interesting again.

I was born in Alexandria, Egypt, and was raised between Toronto, Canada, and Beirut, Lebanon, which has always made me feel part of several worlds. After working on three continents (so far), I find it no big deal to hop to the other side of the globe for 48 hours. I speak a few languages, which helps when hopping so far and so much.

I graduated from AUB (American University of Beirut) in design and received a Master’s in mass communications from VCU Brandcenter in Richmond, VA.

My work has won international honors including TED Ads Worth Spreading, D&AD Yellow and White Pencils, Art Directors Club Awards, I.D. Magazine Annual Design Review, One Show Pencils and Finalists, Communication Arts Advertising and Interactive Annual, Kelly Awards, CLIO Awards, Gold Effies, AWNY Best of Show, AUB distinguished Alumni, British Television Advertising Award, Webbys and a few Gold Lions at Cannes.

I try, as much as I can, to create work that starts meaningful conversations around causes and companies I believe in. My work includes Nike Body Parts campaign, Nike I Feel Pretty, The Girl Effect , The Wonder Clock and most recently creating Google Made with Code.

I fall in love with people who can make me laugh hysterically. And can party your socks off at a moment’s notice. Both things that keep you sane when you choose a life in advertising. If you meet me, you’ll find I have crazy hair that can dance almost as crazily as I do.