标题 | 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 Challenging these outdated notions, the film rewrites the lyrics.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.” |
广告公司 | Wieden + Kennedy Amsterdam |
广告战役 | What are girls made of ? |
广告主 | Nike |
品牌 | Nike Women |
首次发布日期 | 2017 / 3 |
行业领域 | 服装、时装和鞋类 |
剧情简介 | ‘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 Challenging these subtle, but outdated notions of gender roles, the film rewrites the lyrics of this classic Russian song.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.” |
媒体类别 | 电视 |
长度 | |
市场 | 英国 |
执行创意总监 | Mark Bernath |
执行创意总监 | Eric Quennoy |
创意总监 | Al Merry |
创意总监 | Craig Williams |
美术指导 | Vasco Vicente |
文案 | 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 |
客户企划 | Jocelyn Reist |
Group Account Director | Kathryn Addo |
客户总监 | AMBER MARTIN |
客户经理 | Molly Rugg |
设计师 | Joe Burrin |
Studio Director | Lizzie Murray |
Art Producer | Stacey Prudden |
Studio Artist | Noa Redero |
设计师 | Steele Bonus |
设计师 | Anna Kiosse |
设计师 | José Bernabé |
Art Production Director | Maud Klarenbeek |
项目经理 | Loes Poot |
Business Manager | Kacey Kelley |
制作公司 | Riff Raff Films |
导演 | David Wilson |
摄影指导 | Benoit Soler |
制片 | Cathy Hood |
执行制片 | Matthew Fone |