Ads We Like: Nike Kids imagines girls’ energy as a psychedelic, inclusive game of tag

Wieden+Kennedy Amsterdam’s first work for Nike Kids is a high-velocity, multilingual game of tag played by girls of all sporting abilities across the globe.

The hero film begins with a young British girl declaring herself ‘It’ and blowing open the door of her house with her energy. Running down the road, she tags a skateboarder in France, who goes on to tag an apprehensive high-board diver suddenly buoyed by the superhuman ‘power’ of movement.

The films are augmented by psychedelic cartoon animation, adding to the video game-like energy of the powered-up game of tag. In total the film features young female dancers, yogis, tennis players, soccer stars and boxers of all accents, ethnicities and abilities.

The final shot sees the viewer get tagged by a girl flying through the air, who tells them “and you’re it too”.

In a statement, Wieden+Kennedy said the campaign is ultimately about “creating a powerful sisterhood that’s fueled by movement”.

The film will be supported on digital with custom-made ‘Don’t Skip’ clips and a choose-your-own-adventure game on YouTube. A digital game of tag has also been devised to span young users on Instagram, Snapchat and TikTok.

The work has been made to promote the Nike Move initiative, which is encouraging activity among girls as a collective with the philosophy ‘The more we all move, the greater the power’. Other content created includes a selection of animated workout videos, social media challenges and live events across the US and EMEA.

: ‘You’re It’

Agency:
Client:
Date: September 2019

Wieden+Kennedy Amsterdam’s first work for Nike Kids is a high-velocity, multilingual game of tag played by girls of all sporting abilities across the globe.

The hero film begins with a young British girl declaring herself ‘It’ and blowing open the door of her house with her energy. Running down the road, she tags a skateboarder in France, who goes on to tag an apprehensive high-board diver suddenly buoyed by the superhuman ‘power’ of movement.

The films are augmented by psychedelic cartoon animation, adding to the video game-like energy of the powered-up game of tag. In total the film features young female dancers, yogis, tennis players, soccer stars and boxers of all accents, ethnicities and abilities.

The final shot sees the viewer get tagged by a girl flying through the air, who tells them “and you’re it too”.

Credits:
 

WIEDEN+KENNEDY AMSTERDAM

Executive Creative Director

Eric Quennoy, Mark Bernath

Creative Director

Craig Williams, Evgeny Primachenko

Art Director

Guney Soykan

Copywriter

Mohamed Diaa, Tyler Andre

Head of Broadcast Production

Joe Togneri

Broadcast Producer

Tony Stearns, Cory Chonko

Senior Interactive Producer

Alex Smith

Group Account Director

Kathryn Addo

Account Director

Franky Wardell

Account Manager

Margot Paquien, Fulvio Itagiba

Head of Planning

Martin Weigel

Planning Director

Reid Schilperoort

Planner           

Alex Janneau

Head of Comms & Digital Strategy

Danielle Pak

Comms Planning Director

Elsa Stahura

Head of Design

Joe Burrin

Studio Director

Lizzie Murray

Designer

Gustav von Platen, Dean Pauley, Soren Danielsen, Leeza Pritychenko, Lewis Beedham

Project Manager

Caroline Kosse

Business Affairs

Michael Graves, Fiona Fan

 

FILM PRODUCTION

PRODUCTION COMPANY   

RIFF RAFF

Director

David Wilson

Director of Photography

Monika Lenczewska

1st AD

Chris Kelly

Casting

Sophie North / Isobel Mascarenhas-Whitman

Production Designer

Alison Dominitz

Stylist

Ameena Callender

Producer

Cathy Hood

Executive Producer

Matthew Fone

Production Manager

Stuart Butterworth

 

EDITING COMPANY

FINAL CUT

Editor 

Joe Guest

 

AUDIO POST 

GRAND CENTRAL

Sound Designer/Mixer                      

Raj Sehgal

 

MUSIC

Artist / Title    

Zanillya X Humphrey Dennis

“You’re It”

Music Company        

Leland Music

 

POST PRODUCTION

MPC

VFX Lead

Kamen Markov

Motion Design Lead

James McIver

CG Lead

Andy Steele

Colourist

Phil Hambi

Producer

Ryan Hancocks

2D Artist

Tom Harding

2D Artist

Josh Parks

2D Artist

George Brunt

Motion Design

Adam Roche

Motion Design

Manuel Sepulveda

Motion Design

Donal o Keeffe

Motion Design

Daphne Westelynck

Motion Design

Kerim Camdzic

Motion Design

Stef Peral

CG

Tushar Kewlani

CG

Alessandro Granella

CG

Lewis Orton

Tags: World, Ads We Like
 
Video of Nike | You're It
 
 
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