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