Nike "You're it" by Wieden & Kennedy Amsterdam

Wieden & Kennedy Amsterdam's first campaign for Nike Kids puts a spin on the classic children's game of tag.

The chase is flipped to build self-confidence and remind kids that they have the power, with the aim of building a sisterhood fuelled by movement. Along with a motivational film, the campaign includes custom-made "Don’t skip" videos and a "Choose your own adventure" game on YouTube. Kids can take part in the #YoureIt digital game across Instagram, Snapchat and TikTok. The work was written by Mohamed Diaa and Tyler Andre, art directed by Guney Soykan, and directed by David Wilson through Riff Raff.