Creating a powerful sisterhood that’s fuelled by movement.
When kids play, they have the power.
The first campaign for Nike Kids takes a unique spin on the classic game of 'tag', flipping it to build self-confidence by reminding kids that they have 'the power'. Ultimately, creating a powerful sisterhood that’s fuelled by movement.
Power is contagious.
‘You’re it’ is the world’s largest game of tag. Asking girls around Europe to show their skills and pass on the power by tagging their friends on TikTok, Snapchat & Instagram, using dope AR filters & stickers to declare their awesomeness with style.
Videos, videos, videos…
The modular and digital-first approach to ‘You’re It’ puts the message in front of girls on their platforms, on their terms.
A suite of custom-made “Don’t Skip” videos together with a YouTube “Choose your own adventure” game further invite more and more girls to play.
Each video is designed to accompany content that girls already watch and love online, such as slime, unboxing, educational tutorials and how-tos.
Boom Boom Power!
The empowering anthem of the campaign was composed by Dutch rapper and singer Zanillya, co-produced with Humphry Dennis and released as a single.