Nike Women - "What are girls made of ?"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Niederlande

Awards

32901

Marke: Nike Women
Länder: Niederlande

Werbende: Nike

Titel	What are girls made of ?
Brief	According to a traditional Russian song for children, girls are made of “flowers”, “gossip” and “marmalade”, while boys are made of “energy”, “batteries” and “fireworks”. Challenging these outdated notions, the film rewrites the lyrics. A young girl is shown singing the traditional verses of the song. However, on seeing some of Russia’s most accomplished female athletes, she adds that girls are: “Made of strength – and of bravery. Made of freedom. And of achievements. They are made of what they do.” A famous Russian song suggests that girls are made of things like "marmalade", "gossip" and "flowers", while boys are compared to "batteries” and “fireworks”. In the film, a young girl begins singing the traditional verses of the song. But when when she sees some of Russia’s most accomplished athletes, she changes the lyrics: “Girls are made of strength; and of bravery. Made of freedom. And of achievements. They are made of what they do.”
Agentur	Wieden + Kennedy Amsterdam
Kampagne	What are girls made of ?
Werbende	Nike
Marke	Nike Women
Datum der ersten Ausstrahlung/Veröffentlichung	2017 / 3
Geschäftsbereich	Mode, Kleidung & Schuhe
Story	‘What our girls and boys are made of’ is one of the most recognizable and loved songs from Russian childhood. A cultural milestone that every Russian boy and girl learn when they are young, and a song with verses that describe girls as made of “flowers”, “gossip” and “marmalade”, while boys are made of things like “energy batteries” and “fireworks”. Challenging these subtle, but outdated notions of gender roles, the film rewrites the lyrics of this classic Russian song. In the film, a young girl is shown singing the traditional verses of the song. However, upon seeing some of Russia’s most accomplished athletes, the girl changes the lyrics to include a more inspirational message. Because Russian girls are made of more than just flowers and marmalade – they are “Made of strength; And of bravery. Made of freedom. And of achievements. They are made of what they do.”
Medientyp	Fernsehen
Länge	120 seconds
Markt	Großbritannien
Executive Creative Director	Mark Bernath
Executive Creative Director	Eric Quennoy
Creative Director	Al Merry
Creative Director	Craig Williams
Art Director	Vasco Vicente
Texter	Evgeny Primachenko
Head of Broadcast Production	Joe Togneri
Broadcast Producer	Karen Whitehouse
Broadcast Producer	Soey Lim
Planungsleiter	Martin Weigel
Planning Director	Stephane Missier
Junior Planner	Anna Leonte
Director of Communication and Digital Strategy	Greg White
Etat-Planer	Jocelyn Reist
Group Account Director	Kathryn Addo
Etatdirektor	AMBER MARTIN
Kundenbetreuer	Molly Rugg
Designer	Joe Burrin
Studio Direktor	Lizzie Murray
Art Producer	Stacey Prudden
Studio Artist	Noa Redero
Designer	Steele Bonus
Designer	Anna Kiosse
Designer	José Bernabé
Art Production Director	Maud Klarenbeek
Projektmanager	Loes Poot
Business-Manager	Kacey Kelley
Produktionsfirma	Riff Raff Films
Regisseur	David Wilson
Direktor Fotografie	Benoit Soler
Produzent	Cathy Hood
Executive Producer	Matthew Fone