Nike: YOUR GAME IS YOUR VOICE by Wieden + Kennedy Shanghai for Nike

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Nike: YOUR GAME IS YOUR VOICE

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Nick Cohen
Creative Director Ad Conan Wang
Art Director Andrew Wilcox
Copywriter Thomas Tsang
Designer Howl Lee
Photographer Thierry Des Fontaine
Account Supervisor Jason Wang
Released June 2011

Awards

Cannes Lions 2011
Design Lions Public Spaces Bronze

Credits & Description

Type of Entry: Environmental Design
Category: Public Spaces
Advertiser/Client: NIKE
Product/Service: SPORTS APPAREL
Entrant Company: WIEDEN+KENNEDY SHANGHAI, CHINA
Design/Advertising Agency: WIEDEN+KENNEDY SHANGHAI, CHINA
Agency Producer: Jaslyn Loh (Wieden + Kennedy)
Art Director: Andrew Wilcox (Wieden + Kennedy)
Executive Creative Director: Nick Cohen (Wieden + Kennedy)
Creative Director: Conan Wang (Wieden + Kennedy)
Designer: Howl Lee (Wieden + Kennedy)
Photographer: Thierry Des Fontaine (Wieden + Kennedy)
Copywriter: Thomas Tsang (Wieden + Kennedy)
Art Buyer: James Li (Wieden + Kennedy)
Account Supervisor: Jason Wang (Wieden + Kennedy)
Advertiser’s Supervisor: Sukwan Chae (Nike)
Account Manager: Gavin Lum (Wieden + Kennedy)
Planner: Dominic Tan (Wieden + Kennedy)
Designer: Howl Lee (Wieden + Kennedy)
Illustrator: (上海一沙数码科技有限公司 ES Computer Graphics Works)
Brief Explanation:
With the Asia Games in full swing during 2010, strict government regulations and non-sponsor status meant we needed a non-traditional approach to make some impact. Most brands focused on the athletes, we chose to focus on the kids of Guangzhou to deliver an inspirational brand message. Many local kids were no longer able to participate in sports as their city and many of its facilities were taken over by the games. Our goal was to shine a spotlight on the local kids, inspire them to do more sport, and celebrate their achievements.
Describe the brief from the client:
Running off the back of the 2010 Asia Games, Nike wanted to make a strong brand statement to the youth of Guangzhou, connecting them to the spirit of the brand. The key goal of this campaign was to inspire Guangzhou kids to play with pride on their home turf, strengthening their connection to the brand through sport, whilst leveraging the energy of the games.
Description of how you arrived at the final design:
Guangzhou athletes are quiet but confident, they don’t trash talk, or boast, instead expressing themselves through their game. This campaign was about bringing this spirit to life, how actions can speak louder than words. We visualized our kid’s inner voice exploding from inside of them, triggered by sport, the creative pushing beyond the traditional boundaries of the medium, to heighten impact. A key location we used was a basketball court, where we created a court wrap that extended out to an entire neighboring apartment block, similarly with subway executions that broke traditional formats extending across physical environments.
Indication of how successful the outcome was in the market:
The court wrap execution provoked immediate response from residents and athletes alike. What followed was a storm of media attention, including a 3 minute news segment broadcast on several TV stations, in addition to stirring up thousands of views, posts, uploads and comments across social media channels including BBS forums, microblogs, and video channels.