YOU CAN'T STOP US: VICTORY SWIM

Short List
TitleYOU CAN'T STOP US: VICTORY SWIM
BrandNIKE
Product/ServiceVICTORY 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
Credits
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.