You’ve heard the song. Now you can sing along. The lyric video to the track we co-wrote with Gizzle is now out and it features some very quotable lines like ‘Never lazy coz it’s bad for my health’, ‘You don’t want this problem.’ and others you may or may not have missed. Play now!
Yesterday, we released our first ever campaign for Nike India. Judging by everything that has happened since, it’s safe to say that it’s gone down a treat.
But first, here is the thing in case you haven’t seen it.
As you can tell, it’s somewhere between an ad and a music video. And that’s precisely the point. Ever since we decided to talk to girls, it was clear that we couldn’t do just another ad. It’s 2016. And girls are smart. Very smart.
When we began working on the campaign, it quickly became clear that sport needed a makeover. Most of the prevailing imagery around sport and girls was uninspiring and revolved around the struggles of becoming an elite athlete. True as those stories were, it just wasn’t enough to get girls to get out there.
Instead, we decided to make something that made sport stylish, modern, fun and sexy. We assembled the ultimate sport squad of girls to create a modern day portrait that captures their spirit and energy, and wrote a song to match. Part of the squad were national level athletes – Rani Rampal, Jyoti Ann Burrett, Joshna Chinappa – everyday girls, Nike’s trainers and this girl called Deepika Padukone. To the mix, we added director Francois Rousselet, frequent M.I.A collaborator Gener8ion and rapper Gizzle.
24 hours after launch, Da Da Ding seems to have struck some sort of nerve. Apart from making an appearance on numerous blogs and Instagram accounts, it has also found itself on the pages of TIME, FastCo, Mint and Buzzfeed, who called it ‘Fierce. As. Fuck.’
In keeping with the idea of giving sport a makeover, we also got Aman Makkar to shoot a series of portraits to tell the incredible stories of these girls.
Ishita Malaviya – India’s first professional female surfer
Joshna Chinappa – National Squash Champion
Jyoti Ann Burrette – National Football player. Position: Centre Forward
Rani Rampal – 21 year old National Field Hockey Player
Deepika Padukone – Former Badminton player and actor
Shweta Hakke – Record setting Sprinter
Shweta Subbiah – Nike Elevated Trainer
Tanvie Hans – Attack minded footballer and former Fulham LFC player
If all of this has inspired you to start playing or running, and we really hope it has, we suggest you add Da Da Ding to your playlist, get some gear (and maybe a few tips if you’re starting out) and get out there. If not now, when?
The good folks in W+K Portland are at it again. After the famous Best Job spot from a few years ago, they’ve returned with yet another brilliant spot for the Rio Olympics. You can watch it here if you haven’t already. But before you do, we recommend keeping a few tissues at the ready.
Business Insider recently released their yearly rankings of the most creative women in advertising and we were thrilled to see our very own Susan Hoffman (L) and Colleen DeCourcy (R) come on top. Here’s why.
‘Colleen DeCourcy and Susan Hoffman oversee all the ads that come from Wieden + Kennedy’s eight offices worldwide.
DeCourcy joined Wieden + Kennedy in 2013 after leaving Socialistic — a social-media agency she launched herself. DeCourcy previously outed herself as the author of “Confessions of a Female Ad Exec” where she cited examples of sexism at different points in her career.
Hoffman, on the other hand, has been at Wieden + Kennedy for more than 30 years, joining the agency as employee No. 8.’
If you, like us, wonder why these lists even exist, this explanation from Business Insider might help.
‘Advertising is still an industry dominated by men. Women hold just 30% of leadership positions in the ad world, according to data from Institute of Practitioners in Advertising.
Initiatives like The 3% Conference and SheSays have helped to highlight and perhaps partially remedy the problem, but there’s still no doubt that women are under-represented.
That’s why each year we put out a call for entries for our annual rankings for the most creative women in Adland.’
Fair play. Special shout out also to Ruth Bellotti, senior art director at W+K Portland for making an appearance at #20. Go girls!