In the hope of inspiring more women and girls to get active, Nike and Wieden+Kennedy Amsterdam revealed three new films on Nike’s Global Women’s YouTube channel on March 7, ahead of International Women’s Day.
AMSTERDAM – In the hope of inspiring more women and girls to get active, Nike and Wieden+Kennedy Amsterdam revealed three new films on Nike’s Global Women’s YouTube channel on March 7, ahead of International Women’s Day.
The films are part of three campaigns 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.
“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.
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.
WHAT WILL THEY SAY ABOUT YOU
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.
WHAT ARE GIRLS MADE OF?
The 2-minute ‘Made Of’ film challenges these subtle, but outdated notions of gender roles, by highlighting some of the strongest athletes in Russia.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.”
THIS IS US
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.
