Nike Women - "What are girls made of ?"

Wieden + Kennedy Amsterdam

Wieden + Kennedy Amsterdam Amsterdam, Netherlands

Awards

32828

Brand: Nike Women
Country: Netherlands

Advertiser: Nike

Title	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 Challenging these outdated notions, the film rewrites the lyrics.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.”
Agency	Wieden + Kennedy Amsterdam
Campaign	What are girls made of ?
Advertiser	Nike
Brand	Nike Women
Date of First Broadcast/Publication	2017 / 3
Business Sector	Apparel, Fashion & Footwear
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 Challenging these subtle, but outdated notions of gender roles, the film rewrites the lyrics of this classic Russian song.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.”
Media Type	Television
Length	120 seconds
Market	United Kingdom
Executive Creative Director	Mark Bernath
Executive Creative Director	Eric Quennoy
Creative Director	Al Merry
Creative Director	Craig Williams
Art Director	Vasco Vicente
Copywriter	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
Account Planner	Jocelyn Reist
Group Account Director	Kathryn Addo
Account Director	AMBER MARTIN
Account Manager	Molly Rugg
Designer	Joe Burrin
Studio Director	Lizzie Murray
Art Producer	Stacey Prudden
Studio Artist	Noa Redero
Designer	Steele Bonus
Designer	Anna Kiosse
Designer	José Bernabé
Art Production Director	Maud Klarenbeek
Project Manager	Loes Poot
Business Manager	Kacey Kelley
Production Company	Riff Raff Films
Director	David Wilson
Director of Photography (DOP)	Benoit Soler
Producer	Cathy Hood
Executive Producer	Matthew Fone