Title	YOU CAN'T STOP US: VICTORY SWIM
Brand	NIKE
Product/Service	VICTORY SWIM
Category	G05. Cultural Insight
Entrant	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Idea Creation	WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Media Placement	MINDSHARE London, UNITED KINGDOM
Production	RATTLING STICK LTD London, UNITED KINGDOM
Production 2	TRIM EDITING London, UNITED KINGDOM
Production 3	KOM (KAY-OSKWAREK MUSIC) Manchester, UNITED KINGDOM
Production 4	GETTY IMAGES London, UNITED KINGDOM
Post Production	GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Post Production 2	GLASSWORKS Amsterdam, THE NETHERLANDS

Name	Company	Position
Blake Harrop	Wieden+Kennedy Amsterdam	Managing Director
Eric Quennoy	Wieden+Kennedy Amsterdam	Executive Creative Director
Mark Bernath	Wieden+Kennedy Amsterdam	Executive Creative Director
Evgeny Primachenko	Wieden+Kennedy Amsterdam	Creative Director
Craig Williams	Wieden+Kennedy Amsterdam	Creative Director
Zeynep Orbay	Wieden+Kennedy Amsterdam	Art Director
Macie Soler-Sala	Wieden+Kennedy Amsterdam	Copywriter
Jake Barnes	Wieden+Kennedy Amsterdam	Copywriter
Kervins Chauvet	Wieden+Kennedy Amsterdam	Copywriter
Joe Togneri	Wieden+Kennedy Amsterdam	Head of Broadcast Production
Stijn Wikkerink	Wieden+Kennedy Amsterdam	Broadcast Producer
Kathryn Addo	Wieden+Kennedy Amsterdam	Group Account Director
Franky Wardell	Wieden+Kennedy Amsterdam	Account Director
Abderrahim el Khouani	Wieden Kennedy Amsterdam	Account Manager
Fulvio Itagiba	Wieden+Kennedy Amsterdam	Account Manager
Roberta Hilgert	Wieden+Kennedy Amsterdam	Account Executive
Martin Weigel	Wieden+Kennedy Amsterdam	Head of Planning
Reid Schilperoort	Wieden+Kennedy Amsterdam	Planning Director
Danielle Pak	Wieden+Kennedy Amsterdam	Head of Comms & Digital Strategy
Elsa Stahura	Wieden+Kennedy Amsterdam	Comms Planning Director
Eline de Roo	Wieden+Kennedy Amsterdam	Art Producer
Lizzie Murray	Wieden+Kennedy Amsterdam	Studio Director
Loes Poot	Wieden+Kennedy Amsterdam	Studio Print Producer
Yaleesa Waëlauruw	Wieden+Kennedy Amsterdam	Designer
Alex Raybould	Wieden+Kennedy Amsterdam	Motion Designer
Noa Redero	Wieden+Kennedy Amsterdam	Studio Artist
Scotti Raz	Wieden+Kennedy Amsterdam	Editor
Michael Graves	Wieden+Kennedy Amsterdam	Head of Business Affairs
Marie Hernandez	Wieden+Kennedy Amsterdam	Business Affairs
Sara Dunlop	Rattling Stick	Director

Write a short summary of what happens in the film

This film wasn’t just an invitation for Middle Eastern women to swim. It was an invitation for them across the region to come together, to empower and push each other, to become an unstoppable community. Through the simple story of a mother teaching her daughter how to swim, we illustrate this invisible bond between them. With every kick or stroke, the young girl appears to swim at the same time with the same movements as women across the region. But not only do we see that, we hear it too; as the more the young girl swims, the more female voices we hear, coming together as music to push her on, further and further. In the end, we’re left with the sense that yes, she might be the only one learning. But she’ll never be alone when swimming.

Please tell us about the cultural insight that inspired the work

Female sport participation in the Middle East is quite low. Cultural, family, and religious pressure causes many women to leave sport at an early age or never start at all—especially water sports where dressing modestly presents even more challenges. We thought we understood the barriers these women were up against. However, after interviewing several modest athletes we learned about another, potentially bigger problem—their fear of being alone. We heard from them, time and time again, that they were afraid of being the only woman in the water, the only competitive swimmer who covers, the only daughter to pursue sport. “I’m afraid of being the only one in the water.” - sourced from first-hand research Knowing that gave us a sharp insight and a clear path forward. If we could alleviate the feeling of loneliness, we may be able to encourage more women to stick with the sport they love.