Nike Outdoor DOWN BUT NOT OUT, 6 by Wieden + Kennedy Shanghai

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Industry Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market China, Hong Kong SAR China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Ian Toombs, Vivian Yong
Creative Director Terence Leong
Senior Art Director Justin Phang
Senior Copywriter Bob Gao Wei Liu
Released September 2017

Credits & Description

Client Name: Nike China
Campaign Name: 2017 Nike Hong Kong JDI
Launch Date: 28 Sep 2017
All Digital - Worldwide
All Media / All PR, Retail & Events – Hong Kong & Guangzhou
Agency Credits
Nike China
VP Marketing: Steve Tsoi
Greater China Senior Brand Communications Manager: Wendy Tong
Hong Kong Marketing Director: Vincent Lai
Hong Kong Brand Communications Manager: Winson Wong
Hong Kong Brand Communications Assistant Manager: Ricardo Lo

Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Terence Leong
Senior Art Director: Justin Phang
Senior Copywriter: Liu Wei
Head of Integrated Production: Sanne Drogtrop
Executive Producer: Bernice Wong
Art Producer: Angela Liu
Editor: Leon Yan
Senior Planner: Leon Lin
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Project Manager: Olivia Yuan
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: John Yao
Production Manager: Vic Zhang
Digital Imaging Artist: Changqing Lee
FA Artist: Austin Hu
Marketing Director: Jessica Sinn
PR Manager: Evelyn Hsu

External Credits:

Production company: Bloc Productions
Photographer - Paul Calver 
Stylist - Athena Wang 
Executive Producer - Fran Lam 
Producer - Mandy Wu 

Film: RSA
Director: Michael Mann
President RSA Films: Jules Daly

Executive producer: Marjie Abrahams

Producer: David Mitchell

DOP: Anthony Poon

Camera Operator: Roberto De Angelis

RSA Asia:
Managing Director: John Payne
Executive Producer: Marco Leung
Music composer: Nick Britell, Lost Planet 
Editor: Hank Corwin
Executive Producer: Gary Ward
Assistant Editor: Jason Hinkley, Juliana Rodzinski
Producers: Tim Kirkpatrick, Evan Cunningham
Mixer/Sound Design: Charlie Keating
Company 3
Colorist: Stefan Sonnenfeld
JANE  Studios VFX
Creative Director: David Parker
Executive Producer: Nancy Hwang 
Lead Flame Artist: Tim Bird
Flame Artist: Jameson DeSantis
VFX Producer: David Won

Nike and W+K Shanghai Launched the Latest “Just Do It” Film
Featuring Wonder Kid Boxer Rex Tso in Celebration of His 22nd Win
Hong Kongers felt the heat for Rex Tso’s much anticipated fight on October 7, 2017. Before making new headlines for his 22nd win, undefeated Hong Kong professional boxer Rex Tso appeared in the latest “Just Do It” short film.
Directed by award-winning international film director Michael Mann, this inspiring ninety-second long film reveals the emotional thoughts of Rex at the most critical moment in a fight. The message is clear and simple, no matter win or lose, giving up is not an option. Taking inspiration from this message, comes the film’s tagline “YOU CAN’T GUARANTEE A WIN, BUT YOU CAN GUARANTEE A FIGHT”.
"Hong Kong has been through a lot recently, and I feel deeply for my hometown. In this film, we envision the city as a group of athletes suffering setbacks and self-doubt, who believe that the only way to make a comeback is to give it everything you've got regardless of the outcome,” said Vivian Yong, ECD of W+K Shanghai."
Nicknamed the Wonder Kid, Rex’s stunning record of 22 consecutive victories is a dream come true for him and is equally encouraging to athletes who embrace their passion and put all their efforts to create miracles. Other outstanding local athletes including high jump champion Cecilia Yeung are also seen in the clip. The film reveals the challenges and emotional state of mind Rex experiences as he takes a merciless blow, hits the ground recklessly and hears the referee’s countdown. Each breath Rex takes and his eye blink cuts to scenes of similar situations other athletes face and how they struggle to overcome those daunting moments. When asked about what it meant for him to be featured in this local Just Do It film, Rex said he was grateful that Hong Kong athletes are finally gaining worldwide recognition. “I am touched and honored to be featured in it, and hope I’d be able to inspire other athletes to push boundaries they never thought possible.” said Rex.