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  • SUB CATEGORY :
    DIRECT CAMPAIGN FOR RETENTION/LOYALTY
  • COMPANY ENTERING :
    WIEDEN+KENNEDY SHANGHAI, SHANGHAI
  • TITLE :
    NIKE BADGE OF HONOR
  • BRAND :
    NIKE
  • ADVERTISER :
    NIKE CHINA
  • AGENCY :
    WIEDEN + KENNEDY SHANGHAI, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    SUSAN HOFFMAN/COLLEEN DECOURCY
  • EXECUTIVE CREATIVE DIRECTOR :
    IAN TOOMBS/VIVIAN YONG
  • CREATIVE DIRECTOR :
    TERENCE LEONG/SHAUN SUNDHOLM/RALPH KARAM
  • COPYWRITER :
    LIU WEI
  • ART DIRECTOR :
    TIMOTHY CHENG/MAX PILWAT
  • HEAD OF INTEGRATED PRODUCTION :
    LEON YAN
  • FA ARTIST :
    STONE XUE
  • ACCOUNT DIRECTOR :
    DINO XU
  • ACCOUNT MANAGER :
    CHUCK XU
  • ACCOUNT EXECUTIVE :
    XUEER REN
  • STRATEGIC PLANNER :
    LEON LIN
  • RETOUCHER :
    CHANGQING LEE
  • DESIGNER :
    DEER SHENG/JOHN YAO
  • EDITOR :
    NICOLE BEE
  • PROJECT MANAGER :
    AUSTIN HU
  • AGENCY PRODUCER :
    BERNICE WONG/FANG YUAN/JUNI ZHU/ANGELA LIU/VIC ZHANG
  • OTHER CREATIVE CREDITS :
    JACOB LINCOLN
  • FILM PRODUCTION COMPANY :
    PASSION PICTURES, KUALA LUMPUR/
    AMANACLIQ, KUALA LUMPUR/
    BRAND NEW SCHOOL, KUALA LUMPUR
  • DIRECTOR :
    MARIANO FERNANDEZ RUSSO/TOM BUNKER/BRUMBY BOYLSTON
  • CREATIVE DIRECTOR :
    RALPH KARAM (PASSION PICTURES)
  • SFX :
    RYAN WEST (FROM AMANACLIQ)
  • ARTIST :
    PETE SHARP (AMANACLIQ)
  • SPECIAL EFFECTS COMPANY :
    PASSION PICTURES (LE CUBE), KUALA LUMPUR/
    AMANACLIQ, KUALA LUMPUR/
    BRAND NEW SCHOOL, KUALA LUMPUR
  • DIRECTOR :
    MARIANO FERNANDEZ RUSSO (PASSION PICTURES)/
    TOM BUNKER (AMANACLIQ)/
    BRUMBY BOYLSTON (BRAND NEW SCHOOL)
  • ANIMATOR :
    RYAN WEST (FROM AMANACLIQ)
  • COMPUTER ARTIST :
    PETE SHARP
  • SOUND PRODUCTION COMPANY :
    LISTEN STUDIO, SHANGHAI
  • AUDIO POST :
    GREEN UNITED MUSIC SH
  • PRINT PRODUCTION COMPANY :
    AMANACLIQ, SHANGHAI
  • DESIGNER :
    WASSIM (FOOTBALL)/PETE SHARP (RUNNING)/
    LILI DES BELLONS (BASKETBALL)/
    STEVIE GEE (SKATEBOARD)
  • PRINT PRODUCER :
    EDIE ZHANG
  • THE BRIEF :
    NIKE WANTED TO HELP MORE CHINESE KIDS FALL IN LOVE WITH SPORTS. HOWEVER, OVERPROTECTIVE PARENTS IN CHINA OFTEN GET IN THE WAY AS THEY ALWAYS WORRY KIDS WILL GET HURT PLAYING SPORTS - ESPECIALLY WHEN THEY ONLY HAVE ONE CHILD. DEEP DOWN, THEY ARE NOT SURE THAT THEIR KIDS WILL BE TOUGH ENOUGH TO HANDLE THE BRUISES AND SETBACKS.
  • THE STRATEGY :
    WE GAVE KIDS A TOOL TO SHOW THEIR PARENTS HOW STRONG SPORTS HAS MADE THEM - THE “BADGE OF HONOR”, A SERIES OF SPECIALLY DESIGNED BANDAGES WITH FICTIONAL STORIES OF YOUNG ATHLETES WHO PLAYED HARD, FELL DOWN AND THEN FOUND THE COURAGE TO GET BACK UP AGAIN. BY PUTTING ON THESE NIKE BANDAGES, KIDS PROVED TO THEIR PARENTS THAT THEY WEREN’T AFRAID OF GETTING HURT, AND THAT SPORTS HELPS TO BUILD THEIR CONFIDENCE, COURAGE AND RESILIENCE – THEY WILL NOT ONLY BECOME BETTER ATHLETES, BUT ALSO BETTER PEOPLE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    ON CHILDREN’S DAY, WE DISTRIBUTED 100,000 PACKS OF THESE BANDAGES TO OVER 100 SELECTED NIKE RETAIL STORES ACROSS
    CHINA - THEY WERE AVAILABLE FREE WITH THE PURCHASE OF NIKE YOUNG ATHLETES PRODUCTS. WE ALSO MADE A SERIES OF ANIMATIONS FEATURING NIKE STAR ATHLETES AND INFLUENCERS TO SPREAD THE STORIES AND THE MESSAGE OF “WHEN YOU PLAY, PLAY HARD” TO MORE KIDS AND PARENTS. AS A RESULT, WE BUILT A NEW MEDIA CHANNEL AND STORYTELLING PLATFORM FOR NIKE TO CONNECT WITH THE 10 YOKIDS
    - ON WHOM TRADITIONAL ADVERTISING IS LESS EFFECTIVE - AS WELL AS THEIR PARENTS.
  • THE RESULT :
    100,000 PACKS OF BANDAGES WERE SOLD OUT IN A WEEK.
    THE ANIMATIONS GENERATED 12.7 MILLION VIEWS AND OVER 7 MILLION SOCIAL MEDIA CONVERSATIONS, THE HIGHEST THE YOUNG ATHLETES
    CATEGORY HAS EVER ACHIEVED.