Category: Sports
Media: Film
Brand: Nike
Agency: Wieden + Kennedy
Geo: China
Advertising Agency: Wieden + Kennedy, Shanghai, China
Executive Creative Directors: Ian Toombs, Vivian Yong
Creative Directors: Matt Skibiak, Dong Hao
Art Directors / Copywriters: Josh King, Max Pilwat
Head of Integrated Production: Sanne Drogtrop
Executive Producer: Bernice Wong
Producers: Fang Yuan, Angela Liu
Senior Planner: Leon Lin
Planner: Chris Kirkup
Business Director: Dino Xu
Account Manager: Shawn Kai
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: He Fan
New Business Director: Jessica Sinn
PR Manager: Rachel Xiao
Published: July 2018
Synopsis:
Nike’s commercial, “DARE TO BECOME,” shows a future where the greatest football player, long after Cristiano Ronaldo retires, is now Chinese. Manchester City fills their roster with Chinese players, and all of England cries after being drawn in a group with China. It is a fun and ambitious future, but one a younger generation of Chinese players believe in and are working to create.
World Cup fever has gripped the world and, once again, China watches from the sidelines. But more and more people in China are looking to the future with optimism. Nike wanted to inspire China's young football players by giving them a dream to chase. And having reached 170 million views in only a few days after launching, the film has clearly struck a chord. Nike's commercial, "Dare to Become," by Wieden + Kennedy Shanghai shows a future where the greatest football player, long after Cristiano Ronaldo retires, is now Chinese.