| Titulo | 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 Challenging these outdated notions, the film rewrites the lyrics.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.” |
| Agência | Wieden + Kennedy Amsterdam |
| Campanha | What are girls made of ? |
| Anunciante | Nike |
| Marca | Nike Women |
| Data da primeira Transmissão/Publicação | 2017 / 3 |
| Sector Empresarial | Vestuário, moda e calçado |
| História | ‘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 Challenging these subtle, but outdated notions of gender roles, the film rewrites the lyrics of this classic Russian song.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.” |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Mercado | Reino Unido |
| Director executivo criativo | Mark Bernath |
| Director executivo criativo | Eric Quennoy |
| Director criativo | Al Merry |
| Director criativo | Craig Williams |
| Director de arte | Vasco Vicente |
| Redator | 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 |
| Planeador | Jocelyn Reist |
| Group Account Director | Kathryn Addo |
| Director de contas | AMBER MARTIN |
| Account Manager | Molly Rugg |
| Designer | Joe Burrin |
| Studio Director | Lizzie Murray |
| Art Producer | Stacey Prudden |
| Studio Artist | Noa Redero |
| Designer | Steele Bonus |
| Designer | Anna Kiosse |
| Designer | José Bernabé |
| Art Production Director | Maud Klarenbeek |
| Project Manager | Loes Poot |
| Business Manager | Kacey Kelley |
| Produtora | Riff Raff Films |
| Realizador | David Wilson |
| Director de fotografia | Benoit Soler |
| Produtor | Cathy Hood |
| Produtor executivo | Matthew Fone |
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