Nike has introduced a new way of thinking into China. A very modern one. China is – or has been – a country that held onto its traditions. Held onto the rules, the reasons for doing things, passed down by elders.
China is changing. People are finding new reasons to do things and that includes athletic things. Nike applauds and encourages that new enthusiasm for getting out there, in its 90 second commercial by Wieden + Kennedy, The Next Wave.
Its sense of rebellion mirrors that of Wieden + Kennedy and Dictionary Films’ recent commercial Minohodoshirazu (Don’t know your place)…
…and Nike India’s Da Da Ding, that reimagined sporting women.
Now Nike has loaned to the Chinese wearers of this new attitude of freedom its own motto, Just Do It.
Dino Xu, business director at W+K Shanghai, explained, “Growing up in China, I was surrounded by people who simply used the English words ‘Just Do It’ as a punch line without knowing what it really means. It’s great that in this campaign, the provocative voiceover lines help to define what it is, by saying what it isn’t.”
Nike’s is a new voice for Asia. It’s not telling its people, and especially its young people, what to do. It’s celebrating their irreverence, spontaneity, optimism and potential.
The commercial is shot as one rolling scene. That’s a bit of a trend at the moment, but it also helps to give the spot its vitality and a sense of spontaneity – both of which are important to Nike’s message.
“We shot this film in a single-take style, and it took a lot of long shots with very complicated choreography to pull it off,” says Shaun Sundholm, creative director at W+K Shanghai. “That meant we had everyday athletes playing side by side with famous athletes, balls flying everywhere, people crashing into each other. It was near chaos at times. But in the end, we combined all of their energy into one infectious massive wave of sport,” Shaun Sundholm, creative director of W+K Shanghai, commented.
The campaign will also include short-film content, billboards, on-the-ground activations, and some “digital engagement surprises” to inspire the next generation to Just Do It unfettered, according to Wieden + Kennedy.
Credits:
Agency: Wieden + Kennedy Shanghai
Executive creative director: Yang Yeo
Creative directors: Terence Leong, Azsa West & Shaun Sundholm
Art directors: Christian Laniosz & Marc Garreta
Copywriters: TJ Walthall, Liu Wei & Max Pilwat
Director of integrated production: Angie Wong
Head of content: Bernice Wong
Producer: Fang Yuan
Planning director: Paula Bloodworth
Business Director: Dino Xu
Associate account director: Jim Zhou
Senior Designer: Patrick Rockwell
Designers: Wendy Yu & Deer CL
Production company: Stink Films Shanghai
Director: Martin Krejci
DoP: Dimitri Karakatsanis
Executive producers: Desmond Loh & Brenda Tham
Producer: Juliana Chung
Taipei production support: Episode Films
Hong Kong production support: Spur Link
Post production: Lost Planet Editorial L.A.
Colour: The Mill, London
Music: Barking Owl L.A.
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