Title | What will they say about you ? |
Brief | “What will they say about you?” is a question many young Arab women are asked if they push boundaries beyond social norms. Nike’s film challenges this situation by highlighting five women who have achieved personal success by defying convention. The role models depicted are parkour trainer Amal Mourad, figure skater Zahra Lari, pop singer Balquees Fathi, fencer Inès Boubakri and boxer Arifa Bseiso. |
Agency | Wieden + Kennedy Amsterdam |
Campaign | What will they say about you ? |
Advertiser | Nike |
Brand | Nike Women |
Date of First Broadcast/Publication | 2017 / 3 |
Business Sector | Apparel, Fashion & Footwear |
Story | “What will they say about you?” is a question many young Arab females are challenged with at home. Women are met with this phrase from family and friends when they endeavor to try something unexpected or to push boundaries beyond social norms. Nike’s ‘What will they say about you?’ film highlights five remarkable women who have achieved personalsuccess through competitive and amateur sport. Despite concerns or criticism, these women hope that the world will say they’re pioneers, role models and strong voices for their region. The film features both professional and everyday athletes from the Arab region, including Parkour Trainer, Amal Mourad; Figure Skater, Zahra Lari; Pop Singer; Balquees Fathi; Fencer, Inès Boubakri; and Boxer, Arifa Bseiso. Currently, there is a global decline in activity amongst children, and girls face an even greater number of barriers. They are more likely than boys to lack confidence in their skills and feel self-conscious about their bodies; and many girls around the world are culturally discouraged from being physically active. Launched just ahead of International Women’s Day 2017 (March 8), the ‘What will they say about you’ filmaimed to change perceptions by inspiring women in the Middle East that there is a world of firsts for the taking, and to encourage them to leap over life’s obstacles and get active - regardless of societal, physical or culturalbarriers. |
Media Type | Television |
Length | |
Market | United Kingdom |
Executive Creative Director | Eric Quennoy |
Executive Creative Director | Mark Bernath |
Producer | Cathy Hood |
Head of Broadcast Production | Joe Togneri |
Executive Producer | Matthew Fone |
Director | David Wilson |
Copywriter | Evgeny Primachenko |
Group Account Director | Kathryn Addo |
Head Of Planning | Martin Weigel |
Designer | Joe Burrin |
Art Production Director | Maud Klarenbeek |
Art Producer | Stacey Prudden |
Art Director | Vasco Vicente |
Broadcast Producer | Karen Whitehouse |
Studio Artist | Noa Redero |
Director of Photography (DOP) | Benoit Soler |
Creative Director | Al Merry |
Business Manager | Kacey Kelley |
Planning Director | Stephane Missier |
Account Director | AMBER MARTIN |
Project Manager | Loes Poot |
Director of Communication and Digital Strategy | Greg White |
Account Manager | Molly Rugg |
Broadcast Producer | Soey Lim |
Account Planner | Jocelyn Reist |
Studio Director | Lizzie Murray |
Designer | Steele Bonus |
Creative Director | Craig Williams |
Junior Planner | Anna Leonte |
Designer | Anna Kiosse |
Designer | José Bernabé |
Production Company | Riff Raff Films |