Wieden + Kennedy Amsterdam introduces the mantra "You're It" in a spirited new Nike Kids campaign that encourages girls of the world to believe in themselves and realize their full potential.
A dynamic 90-second spot uses the game of tag as its central metaphor. (Nike's original "Tag" spot, you'll remember, was a 90-second masterpiece from W+K and director Frank Budgen back in 2001.) "You're It" opens in explosive fashion, with the door of a house bursting apart in a shower of sparks, and a school-age girl, crackling with CG energy, proclaiming, "I'm it!"
She sprints down the sidewalk, declaring, "I'm going to be faster, better, stronger than anyone. And now … you're it!" We then cut to a different girl in another location, who performs some gravity-defying skateboard tricks.
As the narrative unfolds, girls pass along this special "power" to perform, achieve and never give up, no matter their goals or level of ability.
At one point, a nervous youngster on a diving board moans, "I'm not it. I don't have it to become it." Once she taps into the power, however, she springs like a rocket into the pool.
We meet youngsters who box, play soccer and tennis, and dance. One girl does yoga/meditation in the woods and vows to blow our minds. Another maneuvers in a wheelchair, while one with prosthetic legs prepares for gymnastics.
All boldly, joyously assert, "I'm it! I'm it! I'm iiiiit!" Nike's iconic "Just Do It" tag appears at the end.
According to a W+K blog post, the work "takes a unique spin on the classic game of 'tag,' flipping it to build self-confidence by reminding kids that they have 'the power.' " The goal is "creating a powerful sisterhood that's fueled by movement," the post says.
In addition to the anthem film, the initiative includes cutdowns from the video above, a YouTube-based "Choose Your Own Adventure" competition and a #YoureIt tag game across Instagram, Snapchat and TikTok.
Channeling themes from its inspiring 2017 "What Are Girls Made Of?" campaign, W+K takes an uplifting, propulsive trajectory that fits this particular "it" brand to a T.
The can-do message seems perfectly pitched for a youthful audience, and doesn't negate the fact that all of us may have to leave our comfort zones (and diving boards) to succeed in meaningful ways.
It does, however, posit a pool of shared energy and enthusiasm, which in turn helps foster notions of inclusivity and community. After all, striving to achieve one's dreams, athletic or otherwise, can feel like a daunting, even impossible task (especially for kids).
It's both exhilarating and comforting to know we're not taking the plunge alone.
Agency: 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
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
Artist / Title: Zanillya X Humphrey Dennis
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