The latest edition, “Victory Swim”, dives into the water with athletes from the Middle East. The 90-second commercial by Wieden + Kennedy Amsterdam shows different women in a variety of water sports, from swimming to surfing, rowing to diving, all of whom experience the freedom and power of water.
It starts in the shallow water of the ocean, and a woman teaches her young daughter to swim. Her words of encouragement become a metaphor to inspire other women to get into the water. The action then flows to other inspiring women in the area who do what they do best.
The UAE rower Maha Al Ameri cuts through a river in her oar skull. amputated swimmer Zainab Al-Eqabi; Triathlete Manal Rostom in training. These are women who do things that many in the western world may not have seen before. They serve as positive role models for young girls everywhere interested in these sports.
“When I’m in the water, I feel a sense of freedom and boundlessness,” says Al-Eqabi, who started swimming in 2011 after suffering severe back pain from her prosthetic gait. “Swimming taught me that nothing can stop me if I want to achieve or learn something. Don’t let your mindset get in the way of your goals and aspirations. “
All women’s sports versions of Nike’s Victory Swim Collection, including the full coverage swimsuit, swim hijabs, tunics and leggings.
The film ends with the mother’s encouraging words: “You do it”, a homage to the Nike slogan “Just Do It”. Included is the inspirational “You Can’t Stop Us” campaign tag featured in a LeBron James-narrated spot showing top athletes in their toughest moments in honor of a recently released “You Can’t Stop LA” the Lakers’ most recent NBA final win.
W + K Amsterdam
Managing Director: Blake Harrop
Executive Creative Director: Eric Quennoy and Mark Bernath
Creative Director: Evgeny Primachenko, Craig Williams
Art Director: Zeynep Orbay
Copywriters: Macie Soler-Sala, Jake Barnes and Kervins Chauvet
Head of radio production: Joe Togneri
Broadcast producer: Stijn Wikkerink
Group Account Director: Kathryn Addo
Account Director: Franky Wardell
Account Manager: Abderrahim El Khouani, Fulvio Itagiba
Account manager: Roberta Hilgert
Planning manager: Martin Weigel
Planning manager: Reid Schilperoort
Head of Communication & Digital Strategy: Danielle Pak
Communication strategist: Elsa Stahura
Art producer: Eline de Roo
Studio Director: Lizzie Murray
Studio print producer: Loes Poot
Designer: Yaleesa Waëlauruw
Movement Designer: Alex Raybould
Studio artist: Noa Redero
Internal Editor: Scotti Raz
Business: Michael Graves, Marie Hernandez
Production company: Rattling Stick
Director: Sara Dunlop
Producer: Tess Mitchell
Cinematographer: André Chemetoff, Mik Allen and Jason Hearn (surfers)
Processing company: cutting processing
Editor: Dominic Leung
Audio Post: Grand Central Recording Studios
Sound designer / mixer: Raja Sehgal
Title: Amphitrite’s Theme
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