Russian girls have always been under societal pressure. They are often told what characteristics they should be made of.
The girls are expected to like and be like certain things.
Unfortunately, this is often supported in culture.
Many years ago, a children’s song called “What are boys and girls made of” was released in USSR. It has since become a cultural milestone, a composition that every Russian boy and girl learn when they are young. In the lyrics of that song boys are made of things like “fireworks and energy batteries”, while girls are made of “rings, flowers and marmalade”. Up until this day, this song is used as an educational piece and is included in many Russian kindergarten and school programs.
In 2017 we decided to break stereotypes about what being a girl means by changing that song. Because Russian girls are made of more than just “flowers and marmalade”.
They are made of bravery, self-dedication and dignity. They are made of freedom, confidence and independence. They are made of skill, accomplishments and achievements.
With every training, every morning run, every game, every single loss and victory, Russian girls build themselves.
Because they know - they are made of what they do.
CREDITS
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director
Mark Bernath, Eric Quennoy
Creative Director
Al Merry, Craig T Williams
Art Director
Vasco Vicente
Copywriter
Evgeny Primachenko
Head of Broadcast Production
Joe Togneri
Broadcast Producer
Karen Whitehouse (freelance), Soey Lim
Head of Planning
Martin Weigel
Planning Director
Stephane Missier
Junior Planner
Anna Leonte
Director of Communication and Digital Strategy
Greg White
Communications Planner
Jocelyn Reist
Group Account Director
Kathryn Addo
Account Director
Amber Martin
Account Manager
Molly Rugg
Head of Design
Joe Burrin
Studio Director
Lizzie Murray
Art Producer
Stacey Prudden
Studio Artist
Noa Redero
Designer
Steele Bonus, Anna Kiosse (freelance), José Bernabé (freelance)
Head of Art Production
Maud Klarenbeek
Project Manager
Loes Poot
Business Affairs
Kacey Kelley
FILM PRODUCTION
PRODUCTION COMPANY
RIFF RAFF
Director
David Wilson
Director of Photography
Benoit Soler
Producer
Cathy Hood
Executive Producer
Matthew Fone
EDITING COMPANY
MPC
Editor
Govert Janse
AUDIO POST
WAVE STUDIOS
Sound Designer/Mixer
Alex Nicholls-Lee
Producer
Mirjam Gevers, Estelle Papougnot
MUSIC
Original Artist / Song Title
Composition: “Iz Chego Zhe Sdelany Nashi Mal’chishki” (‘What Our Boys Are Made of’)
Authors: Yakov Khaletsky, Yuriy Chichkov
Music Company
Massive Music - Adaptation
Music Producer
Auke Riemersma
Re-record composer
J.A.W. Brouwer & Koen Van Baal
POST PRODUCTION
MPC
Flame
Richard Weissman, Lise Prud-Homme
Colorist
Jean Clement Soret
Producer
Kayleigh Dugdale, Edwin Elkington
PRINT PRODUCTION
Photographer/Retouching
Pedro Aguilar