Role: Creative Direction / Art Direction / Design Client: Nike Russia / Wieden+Kennedy Amsterdam Deliverables: Brand Film / Film Campaign / Print Campaign / Social Content / Editorial

Russian girls have always been under societal pressure. They are often told what characteristics they should be made of. The girls are expected to like and be like certain things.
Unfortunately, this is often supported in culture. Years ago, a children’s song called “What are boys and girls made of” was released in the USSR. It has since become a cultural milestone, a composition that every Russian boy and girl learn when they are young. In the lyrics of that song boys are made of things like “fireworks and energy batteries”, while girls are made of “rings, flowers and marmalade”. Up until this day, this song is used as an educational piece and is included in many Russian kindergarten and school programs.

In 2018 we decided to break stereotypes about what being a girl means by changing that song. Because Russian girls are made of more than just “flowers and marmalade”.
They are made of bravery, self-dedication and dignity. They are made of freedom, confidence and independence. They are made of skill, accomplishments and achievements.
With every training, every morning run, every game, every single loss and victory, Russian girls build themselves. Because they know - they are made of what they do.