WHAT ARE GIRLS MADE OF

Bronze Eurobest
ClientNIKE
Category A04. Durable Consumer Goods
TitleWHAT ARE GIRLS MADE OF
Product/ServiceNIKE WOMENS
Entrant WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation 2 RIFF RAFF London, UNITED KINGDOM
Idea Creation 3 MPC London, UNITED KINGDOM
Idea Creation 4 WAVE STUDIOS London, UNITED KINGDOM
Idea Creation 5 MASSIVE MUSIC AMSTERDAM Amsterdam, THE NETHERLANDS
Production RIFF RAFF London, UNITED KINGDOM
Production 2 MPC London, UNITED KINGDOM
Production 3 WAVE STUDIOS London, UNITED KINGDOM
Production 4 MASSIVE MUSIC AMSTERDAM Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Mark Bernath, Eric Quennoy Wieden+Kennedy, Amsterdam Executive Creative Directors
Al Merry, Craig T Williams Wieden+Kennedy Amsterdam Creative Directors
Vasco Vicente Wieden+Kennedy Amsterdam Art Director
Evgeny Primachenko Wieden+Kennedy Amsterdam Copywriter
Joe Togneri Wieden+Kennedy Amsterdam Head of Broadcast Production
Karen Whitehouse (freelance), Soey Lim Wieden+Kennedy Amsterdam Broadcast Producer
Martin Weigel Wieden+Kennedy Amsterdam Head of Planning
Stephane Missier Wieden+Kennedy Amsterdam Planning Director
Anna Leonte Wieden+Kennedy Amsterdam Junior Planner
Greg White Wieden+Kennedy Amsterdam Director of Communication and Digital Strategy
Kathryn Addo Wieden+Kennedy Amsterdam Communications Planner
Amber Martin Wieden+Kennedy Amsterdam Account Director
Molly Rugg Wieden+Kennedy Amsterdam Account Manager
Joe Burrin Wieden+Kennedy Amsterdam Head of Design
Lizzie Murray Wieden+Kennedy Amsterdam Studio Director
Stacey Prudden Wieden+Kennedy Amsterdam Art Producer
Steele Bonus, Anna Kiosse (freelance), José Bernabé (freelance), Noa Redero Wieden+Kennedy Amsterdam Designer
Maud Klarenbeek Wieden+Kennedy Amsterdam Art Buyer
Loes Poot Wieden+Kennedy Amsterdam Project Manager
Kacey Kelley Wieden+Kennedy Amsterdam Business Affairs
David Wilson RIFF RAFF Director
Benoit Soler RIFF RAFF Director of Photography
Cathy Hood, Matthew Fone RIFF RAFF Producers
Govert Janse MPC Editor
Alex Nicholls-Lee WAVE STUDIOS Sound Designer/Mixer
Mirjam Gevers, Estelle Papougnot WAVE STUDIOS Producers
Auke Riemersma MassiveMusic Music Producer
Kayleigh Dugdale, Edwin Elkington MPC Producers
Richard Weissman&Lise Prud-Homme, Jean Clement Soret MPC Flame, Colorist

Brief Explanation

‘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.”