It’s not often that Wieden + Kennedy is beaten to an idea, but it has happened.
A few weeks ago, FCB globally, led by the agency’s Belgium office, FCB Happiness, and the Beiersdorf client hub at FCB Hamburg, launched Hearts for Beiersdorf brand, Hansaplast. Hearts is a limited edition range of sticky plasters that heal the upsets of littlies aged 2 to 6.
Now Wieden + Kennedy Shanghai has created a range of Nike sticky plasters that tell kids it’s OK to play hard, get hurt and get back out there.
The Nike China bandages are being handed out free with purchases of gear for young athletes. And of course, they message is also meant for overprotective parents.
The stick plasters and their campaign were developed for Children’s Day, celebrated June 1 in China. There are four different sets of 14 bandages of various shapes.
The bandages are decorated with comics and together each set of 14 tells a story around the theme, “When you play, play hard,” for skateboarding, running, basketball and soccer
The campaign is called Badge of Honor, and each sticker story corresponds to a short animated film, that contains cameos by cartoon versions of Nike-signed athletes who encourage the protagonists to keep trying even. The athletes are also being used to endorse the campaign on social media.