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. 


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 :
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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