Nike Film, Digital What are girls made of? by Wieden + Kennedy Amsterdam

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What are girls made of?

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market Netherlands
Agency Wieden + Kennedy Amsterdam
Executive Creative Director Mark Bernath, Eric Quennoy
Creative Director Al Merry, Craig T Williams
Art Director Vasco Vicente
Copywriter Evgeny Primachenko
Designer José Bernabe, Steele Bonus, Anna Kiosse
Photographer Pedro Aguilar
Production Riff Raff Films
Director David Wilson
Service Agency Massive Music
Released March 2017


Cannes Lions 2017
Film TV / Cinema Film: Clothing, Footwear & Accessories Gold Lion

Credits & Description

Ahead of International Women’s Day tomorrow (March 8), Nike and Wieden+Kennedy Amsterdam have revealed three new films on Nike’s Global Women’s YouTube channel in the hope of inspiring more women and girls to get active. The films are part of three campaigns that launched locally last month in the Middle East, Russia and Turkey, but which resonate globally as today’s kids are the least active generation ever, with girls even less so than boys. Created by W+K Amsterdam, the three integrated local campaigns were produced simultaneously under one key global objective - encouraging women to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. 
Media: TV/ Film
Category: Sportswear
Client: Nike
Agency: Wieden + Kennedy Amsterdam
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Al Merry, Craig T Williams
Art Director: Vasco Vicente
Copywriter: Evgeny Primachenko
Head of Broadcast Production: Joe Togneri
Broadcast Producers: Karen Whitehouse, Soey Lim
Head of Planning: Martin Weigel
Planning Director: Stephane Missier
Junior Planner: Anna Leonte
Director of Communication / Digital Strategy: Greg White
Communications Planner: Jocelyn Reist
Group Account Director: Kathryn Addo
Account Director: Amber Martin
Account Manager: Molly Rugg
Head of Design: Joe Burrin
Studio Director: Lizzie Murray
Art Producer: Stacey Prudden
Studio Artist: Noa Redero
Designer: Steele Bonus, Anna Kiosse, José Bernabé
Head of Art Production: Maud Klarenbeek
Project Manager: Loes Poot
Business Affairs: Kacey Kelley
Production Company: Riff Raff
Director: David Wilson
Director of Photography: Benoit Soler
Producer: Cathy Hood
Executive Producer: Matthew Fone
Editing Company: MPC
Editor: Govert Janse
Audio Post: Wave Studios
Sound Designer / Mixer: Alex Nicholls-Lee
Producers: Mirjam Gevers, Estelle Papougnot
Music Company: MassiveMusic
Music Producer: Auke Riemersma
Post Production: MPC
Flame: Richard Weissman, Lise Prud-Homme
Colorist: Jean Clement Soret
Producers: Kayleigh Dugdale, Edwin Elkington
Photographer / Retouching: Pedro Aguilar
Published: March 2017
"You're made of what you do."
The soundtrack in the Nike ‘What Are Girls Made Of?’ campaign is a spin on one of the most recognisable and loved songs from Russian childhood, called “Iz Chego Zhe Sdelany Nashi Mal’chishki” (‘What Our Boys Are Made Of’). It’s about what kids are made of: flowers and candy versus batteries and springs, for example. Basically, girls are made of girly stuff and boys are made of masculine stuff.
Nike, being an innovative brand, changes the paradigm and puts a different spin on this traditional take on male/female hierarchy in Russia. It adds non-girly attributes to the [recipe of girls], such as bravery, independence, achievement, self-worth, bruises — and this is what the famous athletes are illustrating.
The ad kicks off with a girl alone onstage, singing the song with its original words: “What are our little girls made of?They’re made of flowers and bells, of glances and jellies.” But when an athlete suddenly appears in the concert hall and gives her a knowing look, she begins to change the lyrics: “Made of bruises; And of punches. Made of bravery; And of clenched fists. Made of independence; And of skills; Of passion and heart; And of dignity. Made of will; That’s harder than flint. Made of strength; And of fire. Made of freedom; From other people’s opinions. Made of accomplishments; And of achievements. This is what our girls are made of.”
Athletes continue to appear as the girl’s voice builds in strength, ending with a ball literally bouncing into her court. Featured athletes include figure skater Adelina Sotnikova, MMA fighter Anastasia Yankova, ballet dancer Olga Kuraeva, actress Irina Gorbacheva, skateboarder Katya Shengelia, track-and-field athlete Kristina Sivkova, Nike + Training Club coach Anastasia Kotelnikova, and footballer Ksenia Lazareva.
The ad speaks to newer female generations in Russia, telling them to stand up for themselves and be brave.
Nike has released three films connected with International Women’s Day (March 8, 2017), designed to inspire more women and girls to get active. The Nike Women films were launched locally in February in the Middle East, Russia and Turkey, produced simultaneously under one key global objective – encouraging women to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. The films are airing on broadcasts in each local market and are supported by integrated campaigns including print, OOH, social and digital executions, influencer activity and events.
“Oh, what, oh what, oh what are our girls made of?” sings the precocious star of Nike’s latest film marking International Women’s Day. Flowers, rings, gossip, and, erm, marmalade make them in Russia, apparently. This earns the audience’s approval… but she’s ready to sing from a different hymn sheet with a little help from unexpected quarters.
The lyrics turn gritty and aspirational, pure steel running through each verse. The girl looks beyond the crowd’s ire; instead, she sees ballet dancers, kickboxers, and skateboarders. Soon it’s her turn to play - and she’s got her game face on. Of course, certain Russian athletes have been under the spotlight for all the wrong reasons recently. Whether or not a clean slate is possible remains to be seen, but this stirring effort suggests there's cause for optimism.