Nike Print Basketball by R/GA Shanghai

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market China
Agency R/GA Shanghai
Associate Creative Director Cook Xu, Timothy Cheng, Ashley Chin
Executive Creative Director Terence Leong
Copywriter Cook Xu, Jam Li
Production Playfull Production
Director Ben Brand
Released June 2018

Credits & Description

Client - Nike China
Agency: R/GA Shanghai
Executive Creative Director: Terence Leong

Associate Creative Directors: Cook Xu, Timothy Cheng (Freelance), Ashley Chin

Copywriters: Cook Xu, Jam Li

Visual Designers: Yimeng Bai, Martha Ma, Kaori Li

Account Director: Richard Zhou

Account Manager: Lexi Wang

Producers: Barry Peng, Kris Wang, Ann Yao

Content Producer: Hon Foong

Senior Technology Director: Laurent Thevenet

Software Engineer : Dragon Chiang

Experience Designer: Xingpei Wang

Senior Strategist : Scarlett Li

Production Company: Playfull Production, Shanghai

Film Director: Ben Brand

Executive Producer: Wolfie Wong

Editor: Xavier Perkins 

Director of Photography: Paul Ozgur

First AD: Jiji Hu

Producers: Steven Chung / Manley Hua

Art Director - Matz Leung

Stylist - Julian Mei

Composer - Chris Zhou (Fantasy Music)

Post Production House – Fin Shanghai

Post Producer - Billy Becket

Colorist - Nick Barton 

Online Editors - Ted Tsui / Michael Fu / Ran Xiao Xu / Camille Shen
Published: June 2018
Don’t Call Me Precious is R/GA Shanghai’s latest campaign for Nike, launched to coincide with Children’s Day in China.
Resisting the trend of saccharine parental sentimentality towards children in China, the work heroes junior sporting stars who make it clear they don’t want to be babied. A series of films feature a real life runner, boxer, footballer and basketballer, aged 10 -13 years, embracing the challenges of their sport alone and bluntly telling adults to let them play by their own rules. A final film brings the four together in an anthem of independence.
“When it comes to sports, children have the grit, determination and fearlessness of adults. They aren’t constrained by their age, but they’re sometimes constrained by parents’ fears of them falling or failing,” said Steve Tsoi, VP Marketing of Nike Greater China. “We wanted to help overcome this overprotectiveness by reframing ‘young athletes’ as athletes who happen to be young.”
The films appear online and across DOOH sites, and are brought to life with a meme generator allowing users to create their own poster and inspirational quip. A series of activities were also created to support the campaign, including the Nike Children’s Run, Football Training Camp and Rise Academy, pitch and court takeovers as well as a dedicated Don’t Call Me Precious event at Beijing Dongdan Sports Park.