Lizzie Murray
Director of Studio at Wieden + Kennedy Amsterdam
Amsterdam, 荷兰
标题What are girls made of ?
BriefAccording 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 Challenging these outdated notions, the film rewrites the lyrics.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
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Challenging these subtle, but outdated notions of gender roles, the film rewrites the lyrics of this classic Russian song.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
执行创意总监
创意总监
创意总监
美术指导
文案
Head of Broadcast Production
Broadcast Producer
Broadcast Producer
Head Of Planning
Planning Director
Junior Planner
Director of Communication and Digital Strategy
客户企划
Group Account Director
客户总监
客户经理
设计师
Studio Director
Art Producer
Studio Artist
设计师
设计师
设计师
Art Production Director
项目经理
Business Manager
制作公司
导演
摄影指导
制片
执行制片

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