The familiar kids game name ‘You’re It’ acts as a rallying cry for children to push their limits in Nike’s latest campaign which sets out to bring the brand’s familiar, iconic, high-adrenaline and visually fluid creative approach to a younger demographic.
‘You’re It’ flips ‘being it’ from a negative to a positive as it positions those who are ‘it’ as self-confident and empowered seekers around whom all the action moves.
The global initiative, launched on 28 August, is fronted by a high velocity, multi-lingual hero film which sees girls around the world embrace their power and potential at sports and activities spanning soccer, tennis, skateboarding and dance.
A sisterhood-building, motivational film opens with a young British girl declaring herself ‘It’ and swinging the door of her house open wide with her energy, running down the road she tags a French skateboarder who in turn tags a high-board diver buoyed by the superhuman power of movement.
A final frame sees the viewer get tagged by a girl flying through the air who says ‘and you’re it too’.
Supported by the hashtag and with call-to-actions to join the game at https://www.nikemove.com/, the campaign also includes custom-made ‘Don’t Skip’ videos and a ‘Choose Your Own Adventure’ game on YouTube.
Kids can participate in the #YoureIt digital game across Instagram, Snapchat and TikTok.
The campaign, spearheading Nike’s first kids’ focused campaign, was developed in harness with agency Wieden+Kennedy Amsterdam. It was written by Mohamed Diaa and Tyler Andre, art directed by Guney Soykan, and directed by David Wilson through Riff Raff.
The campaign was created by a large Wieden + Kennedy Amsterdam team which included Executive Creative Directors Eric Quennoy and Mark Bernath, Creative Directors Craig Williams and Evgeny Primachenko, Art Director Guney Soykan, Copywriters Mohamed Diaa and Tyler Andre, Head of Broadcast Production Joe Togneri, Broadcast Producers Tony Stearns and Cory Chonko, Senior Interactive Producer Alex Smith, Group Account Director Kathryn Addo, Account Director Franky Wardell, Account Managers Margot Paquien and 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 and Designers Gustav von Platen, Dean Pauley, Soren Danielsen, Leeza Pritychenko and Lewis Beedham, Project Manager Caroline Kosse and Business Affairs Executives Michael Graves and Fiona Fan.
Production was handled by Riff Raff, the director was David Wilson, with Director of Photography Monika Lenczewska, 1st AD Chris Kelly, with casting by Sophie North and Isobel Mascarenhas-Whitman, Production Designer Alison Dominitz, Stylist Ameena Callender, Producer Cathy Hood, Executive Producer Matthew Fone, Production Manager Stuart Butterworth.
Editing was by Final Cut with Editor Joe Guest, Audio Post by Grand Central, the Sound Designer/Mixer was Raj Sehgal, Music was by Zanillya X Humphrey Dennis (“You’re It”) and the music company was Leland Music.
Postproduction was handed by MPC, the VFX Lead was Kamen Markov, the Motion Design Lead James McIver, the CG Lead Andy Steele, with Colourist Phil Hambi, Producer Ryan Hancocks, 2D Artists Tom Harding, Josh Parks and George Brunt, Motion Designers Adam Roche, Manuel Sepulveda, Donal O’Keeffe, Daphne Westelynck, Kerim Camdzic and Stef Peral, plus CGs Tushar Kewlani, Alessandro Granella and Lewis Orton.
Comment:
A nifty creative idea flip which cuts through, that iconic Nike pace and sharp shifting edits, plus the psychedelic cartoon animation and video game-like energy (and a touch of Matilda) – we love this creative combination.
But we aren’t so sure about the overt targeting of such a young consumer segment.
The spot reminds us of other notable recent Nike blockbuster videos such as 2017’s ’What Are Girls Made Of?’ also created by W+K Amsterdam
and it has something of the style and genre-blurring visuals of ‘Nothing Beats a Londoner’ by W+K London (see case study).
Links:
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Wieden+Kennedy Amsterdam
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