• Nike

    What Are Girls Made Of?

    Nike’s new 'Made Of' film challenges these subtle, but outdated notions of gender roles, by highlighting some of the strongest athletes in Russia. The new film and broader campaign celebrate the strength, power and spirit of Russian women, hoping to create a new dialogue around what’s possible.
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Nike

What are girls made of?

Ahead of International Women's Day, Nike released a number of local-market spots for women to convey a larger, global message. We are massively proud to say we have worked on two out of three – 'What are girls made of?' for Russia and 'This is us' for Turkey.

The first one is based on one of the most recognisable and loved songs from Russian childhood.

Sung by children and parents from an early age, the song’s verses sweetly describe little girls as made of flowers, gossip and marmalade.

In the film, a young girl is shown singing the traditional verses of 'What our girls are made of'.

However, upon seeing some of Russia’s most accomplished athletes, the girl begins to change the lyrics of the classic song to include a more inspirational message.

The Massive Touch

How do you translate an authentic Russian kids song into an orchestral and emotional soundtrack?

Auke Riemersma, Music Producer at MassiveMusic, explains:

When we were asked to produce the music for the Nike Russia commercial, we were challenged to come up with the ideal structure for (partly new) lyrics and composition to match the story and message of Russian female athletes.

If you listen to the original song you will notice that it has a light playful polka feel. Yet, together with Wieden+Kennedy’s creative team and director, we chose to support the message with the music, making a bold statement about self-empowerment and personal development. Low bass, percussion and ostinato strings were used, turning the song into a triumphant, powerful arrangement. The little girl’s vocals together with the choir and increasing dynamics made it possible to create the perfect contrast. A musical guide for the vocals and choir recording was arranged and subsequently used by the actors on set to lip sync the song for cameras.

The end result? A commercial that resembles a music video, with the song as one of the main characters of the story. Having music video director David Wilson on board – Tame Impala, Arcade Fire and Royal Blood among others, proves once again that music and storytelling blend together perfectly when they go hand in hand, often producing the best match possible.

WARNING: girls are no longer made of flowers, gossip and marmalade. What are they made of then?

Here's what the revised lyrics say:

“Made of bruises; And of punches. Made of bravery; And of clenched fists. Made of independence; And of skills; Of passion and heart; And of dignity.
Made of will; That's harder than flint.
Made of strength; Anf of fire.
Made of freedom; From other people's opinions.
Made of accomplishments; And of achievements. This is what our girls are made of."

You're made of what you do

Nike hopes to inspire girls and women with the courage to walk onto any field or court with the confidence to show the world what they’re made of and is using the power of sport to send a message about the strength of Russian women, hoping to encourage more young girls to get physically active.

This is us

Local activations, global scope. 'This is us' is also part of NikeWomen's bigger campaign, with the tagline 'Believe in More'. While women around the world often feel constrained by traditional gender roles, athletes in Turkey are committed to pursuing their love for sport and fitness while staying true to themselves.

'This is us' celebrates the stories of elite and everyday athletes from across Turkey and encourages women to push beyond personal barriers and the limitations others may place on them.

For this one we at MassiveMusic worked on the edit of 'Run The World (Girls)' by Beyonce which was a perfect fit for the concept and moves of the video. 

Stereotypes were made to be broken. Who run the world?

Credits | Nike

Client: Nike
Film: What are girls made of?
Agency: Wieden+Kennedy Amsterdam
Production Company: Riff Raff Films
Director: David Wilson
MassiveMusic: Music Production

Client: Nike
Film: This is us
Agency: Wieden+Kennedy Amsterdam
Production Company: Academy Films
Director: Us – Christopher Barrett, Luke Taylor 
Artist / Title: Beyonce 'Run The World (Girls)'
​MassiveMusic: Music Production

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