Nike Women - "What are girls made of ?"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Países Bajos

Premios

32915

Marca: Nike Women
País: Países Bajos

Anunciante: Nike

Título	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 Challenging these outdated notions, the film rewrites the lyrics.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.”
Agencia	Wieden + Kennedy Amsterdam
Campaña	What are girls made of ?
Anunciante	Nike
Marca	Nike Women
Fecha de primera difusión/publicación	2017 / 3
Sector Empresarial	Ropa, moda y calzado
Sinopsis	‘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 Challenging these subtle, but outdated notions of gender roles, the film rewrites the lyrics of this classic Russian song.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.”
Medio	Televisión
Duración	120 seconds
Mercado	Reino Unido
Director ejecutivo de creación	Mark Bernath
Director ejecutivo de creación	Eric Quennoy
Director creativo	Al Merry
Director creativo	Craig Williams
Director artístico	Vasco Vicente
Responsable de conceptos / redactor	Evgeny Primachenko
Head of Broadcast Production	Joe Togneri
Broadcast Producer	Karen Whitehouse
Broadcast Producer	Soey Lim
Head Of Planning	Martin Weigel
Planning Director	Stephane Missier
Junior Planner	Anna Leonte
Director of Communication and Digital Strategy	Greg White
Planificador de cuentas	Jocelyn Reist
Group Account Director	Kathryn Addo
Director de cuentas	AMBER MARTIN
Responsable de cuentas de agencia	Molly Rugg
Diseñador	Joe Burrin
Studio Director	Lizzie Murray
Art Producer	Stacey Prudden
Studio Artist	Noa Redero
Diseñador	Steele Bonus
Diseñador	Anna Kiosse
Diseñador	José Bernabé
Art Production Director	Maud Klarenbeek
Director de proyectos	Loes Poot
Business Manager	Kacey Kelley
Productora	Riff Raff Films
Realizador	David Wilson
Director de fotografía	Benoit Soler
Productor	Cathy Hood
Productor ejecutivo	Matthew Fone