Young female Nike fans hype up the excitement of sport in W&K Amsterdam’s first campaign for Nike Kids. The 90-second hero spot gets its infectious enthusiasm by borrowing from the game, You’re It. But just in case any young girl misses out on the fervour, there a wild psychedelic cartoon implants and plenty of VFX too. And to make sure that no young girl is left out, In the film features young female dancers, yogis, tennis players, soccer stars and boxers of all accents, ethnicities and abilities.
Supporting the film is a digital game of tag that viewers can play on Instagram, Snapchat and TikTok, plus custom-made Don’t Skip clips and a choose-your-own-adventure game on YouTube. Participants can take part in challenges and collect rewards online. There will also be animated workout videos, social media challenges and live events across the UK, US and EMEA.
In its statement, Wieden+Kennedy said the campaign is ultimately about “creating a powerful sisterhood that’s fuelled by movement”.
The campaign promotes the Nike Move initiative, encouraging girls to get active together, with the philosophy, The more we all move, the greater the power. Other content created includes a selection of animated workout videos, social media challenges and live events across the US and EMEA.