Da Da Ding by Wieden + Kennedy Delhi for Nike

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Da Da Ding

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market India
Agency Wieden + Kennedy Delhi
Executive Creative Director Susan Hoffman, Kim Papworth
Creative Director Mohamed Rizwan
Art Director Anyaa Dev
Copywriter Ankita Tobit
Production Division
Director Francois Rousselet
Released July 2016

Awards

Kinsale Shark Awards 2017
Film International Film - Broadcast Tv, Cinema, Online: Fashion, Clothing, Footwear & Accessories Silver

Credits & Description

Nike and Wieden+Kennedy New Delhi has unveiled a new Just Do it campaign for Nike India with the launch of a music track and film, ‘Da Da Ding’. Showcasing the unrelenting spirit of women in India, the music video aims to trigger a movement by changing the way sport is thought about in the country. The campaign features the ultimate girl sport squad – from national hockey player Rani Rampal and surfer Ishita Malaviya, to Deepika Padukone, and a huge supporting cast of everyday women performing a diverse range of sport.
Media: TV
Category: Sportswear
Client: Nike
Agency: Wieden + Kennedy Delhi
Production: Division
Country: India
Director: François Rousselet
Executive Creative Director: Kim Papworth
Executive Creative Director: Susan Hoffman
Creative Director: Mohamed Rizwan
Copywriter: Ankita Tobit
Art Director: Anyaa Dev
Executive Producer: Jules de Chateleux
DoP: Matias Boucard
Agency Producer: Deb Drumm
Account Director: Aparna Battoo
Account Manager: Jayaram Shankar
Executive Creative Director: Kim Papworth (Wieden+Kennedy Delhi)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy Delhi)
Creative Director: Mohamed Rizwan (Wieden+Kennedy Delhi)
Copywriter: Ankita Tobit (Wieden+Kennedy Delhi)
Art Director: Anyaa Dev (Wieden+Kennedy Delhi)
Account Director: Aparna Battoo (Wieden+Kennedy Delhi)
Account Manager: Jayaram Shankar (Wieden+Kennedy Delhi)
Agency Producer: Deb Drumm, Matt Hunnicutt (Wieden + Kennedy Portland)
Director Of Emerging Markets: Karrelle Dixon (Wieden+Kennedy Delhi)
Managing Director: Patrick Cahill (Wieden+Kennedy Delhi)
Global Planning Director: Andy Lindblade (Wieden + Kennedy Delhi)
Planner: Michelle Arrazcaeta (Wieden+Kennedy Delhi)
Global Media Planning Director: Danny Sheniak (Wieden+Kennedy Delhi)
Digital Strategist: Amsha Kalra (Wieden+Kennedy Delhi)
Director: François Rousselet (Division)
Executive Producer: Jules De Chateleux (Division)
Editor: Tom Lindsay (Trim Editing)
Director Of Photography: Matias Boucard (Division)
Music Artist: Gener8ion Feat. Gizzle (vocals) (Savoir Faire Cie)
Synopsis:
To get girls to pick up a sport, we knew we couldn’t be preachy. We had to create a new language and a portrait of girls not seen before. So we borrowed from the world of MIA and Beyonce and created a music video where girls come out and reclaim the streets of Mumbai. They are shown running, jumping, fighting even, as they show the world that sport isn’t just for the athletically gifted, but for everyone.
Entry Summary:
From an early age girls are told that sport isn’t for them. As they grow older they lose interest and are discouraged from playing any sport. They are instead told to focus on academics. They’re told to not go out and risk getting a tan. Not to get dirty. In short, they're told not to do anything that risks their marital eligibility. This film is a rebuke to all such notions telling that sport is for all girls and that sport can make them an unstoppable force in the world. All they have to do is start playing.