Nike Women Get Active
Nike has released three films connected with International Women’s Day (March 8), designed 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 broadcast in each local market and are supported by integrated campaigns including print, OOH, social and digital executions, influencer activity and events.
Nike Middle East – What will they say about you?
“What will they say about you?” is a question many young Arab females are challenged with at home. Women are met with this phrase from family and friends when they endeavor to try something unexpected or to push boundaries beyond social norms. The 70-second ‘What will they say about you?’ film highlights five remarkable women who have achieved personal success through competitive and amateur sport. Despite concerns or criticism, these women hope that the world will say they’re pioneers, role models and strong voices for their region. The film features both professional and everyday athletes from the Arab region, including Parkour Trainer, Amal Mourad; Figure Skater, Zahra Lari; Pop Singer; Balquees Fathi; Fencer, Inès Boubakri; and Boxer, Arifa Bseiso.
Nike Russia – What are Girls Made of?
“What our girls are made of” is one of the most recognizable and loved songs from Russian childhood. Still sung by children and parents from an early age, the song’s verses sweetly describe little girls as made of “flowers”, “gossip” and “marmalade”. The 2-minute ‘Made Of’ film challenges these subtle, but outdated notions of gender roles, by highlighting some of the strongest athletes in Russia. The new film and broader campaign celebrate the strength, power and spirit of Russian women, hoping to create a new dialogue around what’s possible. In the film, a young girl is shown singing the traditional verses of “What our girls are made of”. However, upon seeing some of Russia’s most accomplished athletes, the girl begins to change the lyrics of the classic song to include a more inspirational message. “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.”
Nike Turkey – This is Us
While women around the world often feel constrained by traditional gender roles, female athletes in Turkey are staying true to themselves and are committed to pursuing their love for sport and fitness, regardless of societal constraints. Shot on a series of cleverly transitioning sets, the 60-second ‘This is us’ film celebrates the stories of elite and everyday athletes from across Turkey to encourage women to push beyond personal barriers and the limitations others may place on them. “This is Us” features prominent female figures from Turkey’s emerging sport and fitness scene, including Turkish National Basketball Team star, Işıl Alben; Tennis Player, İpek Soylu; Triathlete, Esra Gökçek; National Kickboxer, Funda Diken Alkayış; Dans Fabrika Dancers, led by Çisil Sıkı; and Actresses Dilan Çiçek Deniz and Elvin Levinler.
Nike hopes to inspire more women and girls to get active. Currently, there is a global decline in activity amongst children, and girls face an even greater number of barriers. They are more likely than boys to lack confidence in their skills and feel self-conscious about their bodies; and many girls around the world are culturally discouraged from being physically active.
“In some parts of the world, what’s daunting about sport for women, is how they look in their exercise pants. In the regions we worked in, what was more daunting, was societal expectations, gender discrimination, community pressure and the weight of traditions. Those are the barriers we tried to help break down, in order to clear the way for women to play sport,” said Craig Williams and Al Merry, W+K Amsterdam Creative Directors.
Kathryn Addo, W+K Amsterdam’s Group Account Director on Nike, says: “Working on a single brief across three wildly different markets with nuanced cultural sensitivities is exactly the kind of challenge W+K Amsterdam is perfectly positioned for. With people not only from the three markets in Nike’s brief, but over 25 nationalities, we’re instinctively attuned to understanding a large range of diverse cultures and contexts, and we channel that same instinct and curiosity into our strategic and creative processes. This cultural diversity allows us to produce impactful local market work and bring fresh ideas to the table that challenge and respect traditions.”
Nike Women Credits
The Nike Women Get Active campaign was developed at Wieden+Kennedy Amsterdam by executive creative directors Mark Bernath, Eric Quennoy, creative directors Al Merry and Craig T Williams, art director Vasco Vicente and copywriter Evgeny Primachenko (Russia), art director Teresa Montenegro and copywriter Mohamed Diaa (Middle East), art directors Zeynep Orbay, Tunç Topçuoğlu and copywriters Bern Hunter and Annika Taneja (Turkey), head of broadcast production Joe Togneri, broadcast producers Karen Whitehouse (freelance) and Soey Lim, head of planning Martin Weigel, planning director Stephane Missier, junior planner Anna Leonte, director of communication and 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, designers Steele Bonus, Anna Kiosse (freelance), José Bernabé (freelance), head of art production Maud Klarenbeek, project manager Loes Poot, business affairs Kacey Kelley.
Filming for the Middle East campaign was by Fleur Fortuné via Division Paris with director of photography Natasha Braier, stylist Hannah Edwards, line producer Benoit Roques and executive producer Jules de Chateleux. Editor was Paul Hardcastle at Trim with assistant editor Ed Hanbury. Audio post production was done at Grand Central by sound engineer Raja Sehgal and assistant editor Robert Stelmach. Music, “Full Circle” was by Philip Kay at Woodwork Music with producer Andy Oskwarek. Post production was done at Glassworks Amsterdam by VFX supervisor/lead Flame artist Kyle Obley, Flame artist Hugo Rodriguez, colourist Matt Hare, producer Jason Bartnett and head of production Anya Kruzmetra. Photography by The Wade Brothers was produced at Making Pictures with retouching by Stanley’s Post.
Filming for the Russia campaign was shot by director David Wilson via Riff Raff Films with director of photography Benoit Soler, producer Cathy Hood, executive producer Matthew Fone. Post production was done at MPC by editor Govert Jane, Flame artists Richard Weissman and Lise Prud-Homme, colourist Jean Clement Soret, producers Kayleigh Dugdale and Edwin Elkington. Audio post production was done at Wave Studios by sound designer/mixer Alex Nicholls-Lee and producers Mirjam Gevers and Estelle Papougnot. Music, “Iz Chego Zhe Sdelany Nashi Mal’chishki” (What Our Boys Are Made of) was composed by Yakov Khaletsky, Yuriy Chichkov at MassiveMusic and produced by Auke Riemersma. Print production was by photographer and retoucher Pedro Aguilar.
Filming for the Turkey campaign was by directors Christopher Barrett and Luke Taylor via Academy Films with director of photography Alex Barber, producer Medb Riordan, executive producer Simon Cooper. Editor was Vid Price at The Assembly Rooms. Post production was done at Glassworks Amsterdam by Flame artist Thiago Porto, colourists Daniel De Vue and Matt Hare, and producer Dave Moore. Audio post production was done at Wave Studios by sound designer/mixer Alex Nicholls-Lee. Music is Beyonce track “Run the World (Girls)”, via Columbia/Sony, published by Warner Chappell/Sony ATV/Songs Publishing/BMG Chrysalis, licensed at MassiveMusic. Photography was by Ruud Baan.
Tagged: Academy Films, Al Merry, Annika Taneja, Benoit Soler, Bern Hunter, Christopher Barrett, Craig Williams, David Wilson, Division Paris, Eric Quennoy, Evgeny Primachenko, Fleur Fortuné, Glassworks, Grand Central, Luke Taylor, Mark Bernath, MassiveMusic, Mohamed Diaa, MPC, Riff Raff Films, Teresa Montenegro, Trim, Tunç Topçuoğlu, Vasco Vicente, W+K Amsterdam, Wave Studios, Woodwork Music, Zeynep Orbay