LIAN by Wieden + Kennedy Shanghai for Nike

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LIAN

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market China
Agency Wieden + Kennedy Shanghai
Director Chang Jung- Chi
Executive Creative Director Nick Cohen
Art Director Gino Woo
Copywriter Achilles Li
Producer Jo Chan
Account Supervisor Jarrett Dube
Editor Mudd Wang, Feng Liu, Ben Tseng
Production CLIQASIA
Released August 2010

Credits & Description

Category: Internet Film
Advertiser: NIKE
Product/Service: SPORTS APPAREL
Agency: WIEDEN+KENNEDY SHANGHAI
Production Company: CLIQ ASIA, SHANGHAI, CHINA
Date of First Appearance: Aug 5 2010
Chief Creative Officer: Nick Cohen
Executive Creative Director: Nick Cohen
Copywriter: Achilles Li
Art Director: Gino Woo
Agency Producer: Kerli Teo/Vivian Feng
Account Supervisor: Jarrett Dube
Producer: Jo Chan
Director: Liu Feng/Chang Jung- Chi
Editor: Liu Feng/Mudd Wang/Ben Tseng
Sound Design/Arrangement: Soma
Post Production: Tito Limited
Animation: Zaki Zhang/Tinkid Beijing/Paladinmax Shanghai
Cameraman: Ben Tseng/Haibo Huang/Mudd Wang/Jacky Mei/Dylan Doyle/Henry Ooi/Yong Choon Lin
Music: Soma/Songs To Your Eyes/Wen Tzu-Chieh
Account Manager: Jenny Chen
Director Of Photography: Liu Feng

English Description
Many young Chinese ballers have a lack of respect and appreciation for the level of talent and achievement the elite Chinese basketball players have attained.

Our campaign highlight three of China’s elite players and the journey they’re on to remaster their games and in turn, we’ll inspire a nation of ballers to get out and do the same.

No matter what your skill level may be as a basketball player, the constant, undeniable motivating factor behind a baller’s journey to get better is their undying love for the game. It’s this burning passion and love for the game that drives their endless pursuit to constantly improve.

The centerpiece of the campaign was an inspirational documentary we created which depicted the story o f how a shared passion for basketball had driven three players to dedicate themselves to a life of training in their pursuit for excellence. The 30mins documentary was premiered at cinema, leading up to the campaign launch with full marketing mix cross TV, print/OOH, basketball courts, digital, retail, PR and grassroot events.

The campaign successfully drove massive attention from media and won positive consumer reaction, and most importantly to motivate kids to train harder and remaster their game.