Nike: DM

Credits & Description:

Client: NIKE
Category: Fashion
Geo: China
Media: Integrated
Agency: WIEDEN + KENNEDY SHANGHAI
Published: November 2017
Energize Shanghai’s youth to play harder by making Nike's new line of bandaids "Badge of Honor," a symbol of athletic pride. The campaign needed to inspire kids at scale and deliver the personalization they crave through unique incentives.
To support the launch of the "Badge of Honor" collection, we installed 16 egg twister machines at 7 locations throughout Shanghai, the week leading up to the city's Kids Run on Children's Day. Using QQ, the young passers-by could scan a QR code on the screen of each machine and receive an Egg Twister containing a Nike bandaid, while unlocking a special QQ motion filter to share on the platform. On Children's Day, we moved the machines to the run's finish line, so the young athletes could express their competitive spirit and amplify the creative designed around the "Badge of Honor" collection. Other communications included digital video, search and OOH.
Nike became the first brand to partner with QQ to create this first-of its-kind “motion unlock” custom experience. The machines were scanned and twisted 9,189 times in this 6 days campaign, with 1M QQ filter usage! The results captured Children’s Day interest, generating a staggering total of 1.7m impressions and driving site traffic to 9.46K visits.
Company Entering : Wieden+kennedy Shanghai, Shanghai
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
Short Synopsis:
Energize Shanghai’s youth to play harder by making Nike's new line of bandaids "Badge of Honor," a symbol of athletic pride. The campaign needed to inspire kids at scale and deliver the personalization they crave through unique incentives.
To support the launch of the "Badge of Honor" collection, we installed 16 egg twister machines at 7 locations throughout Shanghai, the week leading up to the city's Kids Run on Children's Day. Using QQ, the young passers-by could scan a QR code on the screen of each machine and receive an Egg Twister containing a Nike bandaid, while unlocking a special QQ motion filter to share on the platform. On Children's Day, we moved the machines to the run's finish line, so the young athletes could express their competitive spirit and amplify the creative designed around the "Badge of Honor" collection. Other communications included digital video, search and OOH.
Nike became the first brand to partner with QQ to create this first-of its-kind “motion unlock” custom experience. The machines were scanned and twisted 9,189 times in this 6 days campaign, with 1M QQ filter usage! The results captured Children’s Day interest, generating a staggering total of 1.7m impressions and driving site traffic to 9.46K visits.
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.