‘You’re It’ Becomes a Rallying Cry for Kids to Push Their Limits in Nike’s New Anthem – Adweek

In the traditional game of tag, being “it” usually isn’t a positive, since it turns you into a sort of infection vector looking to get rid of the burden as fast as possible. But perhaps there’s another way to picture being “it”: as an empowered seeker around whom all action is centered.Nike’s new spot “You’re It”—the first for Nike Kids from agency Wieden + Kennedy Amsterdam—brings the brand’s high-adrenaline and visually fluid approach to a younger demographic.The ad spans the globe, showing kids embracing their power and potential at activities ranging from tennis and soccer to skateboarding and dance.The spot is reminiscent of several other Nike spots in recent years. While it’s no surprise the ad captures some of the energy from 2017’s “What Are Girls Made Of?”, which was also created by W+K Amsterdam, it’s perhaps most similar in style and genre-blurring visual approach to “Nothing Beats a Londoner” from W+K London. While that spot was specific to one city, its pulsating and constantly shifting leaps among different activities seemed to set the playbook for what we see in “You’re It.”You can check out those earlier spots below, followed by the credits for the new work:CREDITS:Agency: Wieden + Kennedy AmsterdamExecutive Creative Director: Eric Quennoy, Mark BernathCreative Director: Craig Williams, Evgeny PrimachenkoArt Director: Guney SoykanCopywriter: Mohamed Diaa, Tyler AndreHead of Broadcast Production: Joe TogneriBroadcast Producer: Tony Stearns, Cory ChonkoSenior Interactive Producer: Alex SmithGroup Account Director: Kathryn AddoAccount Director: Franky WardellAccount Manager: Margot Paquien, Fulvio ItagibaHead of Planning: Martin WeigelPlanning Director: Reid SchilperoortPlanner: Alex JanneauHead of Comms & Digital Strategy: Danielle PakComms Planning Director: Elsa StahuraHead of Design: Joe BurrinStudio Director: Lizzie MurrayDesigner: Gustav von Platen, Dean Pauley, Soren Danielsen, Leeza Pritychenko, Lewis BeedhamProject Manager: Caroline KosseBusiness Affairs: Michael Graves, Fiona FanProduction: Riff RaffDirector: David WilsonDirector of Photography: Monika Lenczewska1st AD: Chris KellyCasting: Sophie North / Isobel Mascarenhas-WhitmanProduction Designer: Alison DominitzStylist: Ameena CallenderProducer: Cathy HoodExecutive Producer: Matthew FoneProduction Manager: Stuart ButterworthEditing: Final CutEditor: Joe GuestAudio Post: Grand CentralSound Designer/Mixer: Raj SehgalMusicArtist / Title: Zanillya X Humphrey Dennis, “You’re It”Music Company: Leland MusicPostproduction: MPCVFX Lead: Kamen MarkovMotion Design Lead: James McIverCG Lead: Andy SteeleColourist: Phil HambiProducer: Ryan Hancocks2D Artist: Tom Harding2D Artist: Josh Parks2D Artist: George BruntMotion Design: Adam RocheMotion Design: Manuel SepulvedaMotion Design: Donal o KeeffeMotion Design: Daphne WestelynckMotion Design: Kerim CamdzicMotion Design: Stef PeralCG: Tushar KewlaniCG: Alessandro GranellaCG: Lewis Orton


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