NEVER ASK - RUNNER

Short List
ClientNIKE
Category B04. Consumer Durables
TitleNEVER ASK - RUNNER
Product/ServiceNIKE RUSSIA
Entrant WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Production SOMESUCH London, UNITED KINGDOM
Production 2 TRIM EDITING London, UNITED KINGDOM
Production 3 GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Production 4 THE MILL London, UNITED KINGDOM
Production 5 MASSIVEMUSIC Amsterdam, THE NETHERLANDS
Additional Company UNIVERSAL MUSIC GROUP & BRANDS London, UNITED KINGDOM
Credits
Name Company Position
Eric Quennoy, Mark Bernath Wieden+Kennedy Amsterdam Executive Creative Director
Craig Williams, Evgeny Primachenko Wieden+Kennedy Amsterdam Creative Director
John Filipe Wieden+Kennedy Amsterdam Art Director
Bernard Hunter Wieden+Kennedy Amsterdam Copywriter
Joe Togneri Wieden+Kennedy Amsterdam Head of Broadcast Production
Michael MacMillan Wieden+Kennedy Amsterdam Executive Producer
Stephane Missier Wieden+Kennedy Amsterdam Planning Director
Anna Leonte Wieden+Kennedy Amsterdam Junior Planner
Hillary Heath Wieden+Kennedy Amsterdam Communications Planning Director
Kathryn Addo, Alyssa Ramsey Wieden+Kennedy Amsterdam Group Account Director
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
Steele Bonus Wieden+Kennedy Amsterdam Studio Designer
Loes Poot Wieden+Kennedy Amsterdam Project Manager
Akvilina Jaskunaite Wieden+Kennedy Amsterdam Business Affairs
Daniel Wolfe Somesuch Director
Lee Groombridge Somesuch Producer
Seth Wilson Somesuch Executive Producer
Monika Lenczewska Somesuch Director of Photography
Tom Lindsay, Dave Davis Trim Editor
Raja Sehgal Grand Central Recording Studios Sound Designer/Mixer
Hannah Edwards Somesuch Wardrobe Stylist
Vladimir Radlinskiy Somesuch Production Designer

Write a short summary of what happens in the film

A series of films highlighting the rebellious spirit of unique Russian athletes: The two spots we’ve entered showcase: Aleksandr Maltsev, the first and only professional male synchronized swimmer in Russia, and Elena Fedoseeva, a blind runner who participated in dozens of races. The films are part of the ‘Never Ask’ campaign, a message encouraging athletes to circumvent the culture of ‘Permission Denied’ so prevalent in Russia by Never Asking for permission in the first place.

Cultural/Context information for the jury

Kids in Russia need a lot of motivation. It is incredibly challenging to do sport in a country where brutal winters, a conservative society and an entrenched sporting hierarchy stand in your way. But no matter the barriers - a new generation of kids in Russia are leading the way with a new-found freedom and attitude they are redefining what it means to do sport in Russia. In this World Cup year, as the host Nation, Nike Russia (not a sponsor of the tournament) needed to hijack the conversation and shift it from football to a celebration of the bad-ass attitude of Russian pioneers. We celebrated this unique mindset through Never Ask Stories in different sports providing inspiration for all Russians to follow their footsteps.