Nike Plays Tag (Again) in 'You're It,' a Euphoric Anthem for Girls

W+K Amsterdam doles out the power

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.

Nike | You're It

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.


Client: Nike

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 
"You're It" 
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

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