Nike sets out to inspire young girls with a trippy game of tag

Latest European ad from W&K Amsterdam titled 'You're It' is accompanied by digital and real-life versions of the game

Published On
Sep 11, 2019

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Nike Kids' latest European spot, designed to inspire young girls, takes the form of a trippy game of tag, with the age-old playground phrase  "You're It!" as the tagline. 

The fast-paced spot sees a series of girls shout out "I'm it!" in different European languages as they take part in a host of different sports, from running to diving to skateboarding and cricket. While some are super-confident, others have to find their courage—for example, one girl overcomes her nerves before diving from a high diving board. 

The footage is accompanied by dazzling cartoon-style graphics and VFX. The ad was created by Wieden & Kennedy Amsterdam and directed by David Wilson at Riff Raff.

The spot will be accompanied by a "digital game of tag" that viewers can take part in across Instagram, Snapchat and TikTok, as well as a "choose your own adventure" game on YouTube. Participants can take part in challenges and collect rewards online. There's also a real-life game of tag taking place in London's Lee Valley on Sept. 24. 

Credits

Date
Sep 11, 2019
Client:
Nike Kids
Agency:
Wieden & Kennedy-Amsterdam
Executive Creative Director:
Eric Quennoy
Executive Creative Director:
Mark Bernath
Creative Director:
Craig Williams
Creative Director:
Evgeny Primachenko
Art Director:
Guney Soykan
Copywriter:
Mohamed Diaa
Copywriter:
Tyler Andre
Head of Broadcast Production:
Joe Togneri
Broadcast Producer:
Tony Stearns
Broadcast Producer:
Cory Chonko
Senior Interactive Producer:
Alex Smith
Group Account Director:
Kathryn Addo
Account Director:
Franky Wardell
Account Manager:
Margot Paquien
Account Manager:
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
Designer:
Dean Pauley
Designer:
Soren Danielsen
Designer:
Leeza Pritychenko
Designer:
Lewis Beedham
Project Manager:
Caroline Kosse
Business Affairs:
Michael Graves
Business Affairs:
Fiona Fan
Production Company:
Riff Raff Films
Director:
David Wilson
Director of Photography:
Monika Lenczewska
1st AD:
Chris Kelly
Casting:
Sophie North
Casting:
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
Colorist:
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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