Nike - "The Next Wave"

Wieden + Kennedy

Wieden + Kennedy Shanghai, China

24293

Marka: Nike
Ülke: China

Reklamcı: Nike

Başlık	The Next Wave
Haftanın	Wieden + Kennedy
Kampanya	Just Do It
Reklamcı	Nike
Marka	Nike
İlk Yayınlanma Tarihi	2016 / 8
Sektör	Sportswear
felsefe	Editors' Choice: Stink Shanghai's Martin Krejci directs brilliant post-Olympics spot W+K Shanghai's Excellent New Nike Spot Is an Epic Show of Sportsmanship This year’s Olympics closed with a simple, yet profound truth; that every athlete, no matter how famous or how experienced, shares the same spirit—the willingness to get out there and try something for themselves because success has no roadmap. You have to 'Just Do It.' Leveraging the energy and conversations surrounding China’s performance at the Rio Olympics, Nike China unleashed 'The Next Wave' – an anthem film to kick off 'Just Do It' campaign in China. The idea isn't about telling the next generation of Chinese youth what to do, but celebrating the irreverence, spontaneity, positivity, and potential. They are a generation uninhibited by old traditions. They are free to choose their own path for the first time in history. They are the momentous force preparing to wash over the world. "We named the film “The Next Wave” (后浪) because it’s the perfect metaphor for the youthfulness, optimism and infectious energy of the new generation that’s coming at you at a thousand miles an hour,” says Terence Leong, Creative Director at W+K Shanghai. The film takes viewers on a nonstop journey from a small trickle to an unstoppable wave made up of the next-generation of Chinese athletes. We even pass a few familiar faces and voices along the way, like Liu Xiang (retired national hurdler), LiNa (retired national tennis player) , Mr Sun (senior marathon runner) and Selina (Encouraging singer from Taiwan). “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. That meant we had every day 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,” says Shaun Sundholm, Creative Director at W+K Shanghai. "Growing up in China, I was surrounded by people who simply used the English words “Just Do It" as a punchline without knowing what it really means. It’s great that in this campaign, the provocative voice-over lines help to define what it is, by saying what it isn’t.” Says Dino Xu, Business Director at W+K Shanghai. The rest of the campaign will include short film content, billboards, on-the-ground activations, and some digital engagement surprises to inspire the new generation not to overthink it, but “Just Do It.”
Medya Türü	Television & Cinema
Süre	90 seconds
Yaratıcı Yönetmen	Terence Leong
Yaratıcı Yönetmen	Azsa West
Yaratıcı Yönetmen	Shaun Sundholm
Reklam Yazarı	TJ Walthall
Reklam Yazarı	Wei Liu
Reklam Yazarı	Max Pilwat
Sanat Yönetmeni	Christian Laniosz
Sanat Yönetmeni	Marc Garreta
Yaratıcı Yönetmen	Yang Yeo
Direktör	Dino Xu
Müşteri Direktörü	Jim Zhou
Tasarımcı	Wendy Yu
Tasarımcı	Deer CL
Prodüktör	Xuan Ong
Head of Content Production	Bernice Wong
Business Affairs	Jessica Deng
Business Affairs	Kathy Zhang
Müşteri Temsilcisi	Shawn Kai
Proje Sorumlusu	Nicole Bee
Prodüktör	Fang Yuan
Director of Integrated Production	Angie Wong
Strateji Planlama	Leon Lin
Tasarımcı	Patrick Rockwell
Prodüksiyon Sorumlusu	Vic Zhang
Digital Strategy	Bill Tang
Sound Mix	Chris Jenkins
Sound Engineer	Hu Yuan
Sound Designer	Eugene Gearty
Kompositör	Seth Olinsky
Prodüktör	Joyce Chen
Müzik Şirketi	Barking Owl
Prodüksiyon Sorumlusu	Gary Ward
Editör	Hank Corwin
Editör	Federico Brusilovsky
Edit Assistant	Jason Dopko
Prodüktör	Aimee Crook
Visual Effects Supervisor	Glenn Teel
Renkçi	Seamus O’Kane
Post Prodüksiyon	Lost Planet
Prodüktör	Xiao Yu
Prodüksiyon Sorumlusu	Brenda Tham
Görüntü Yönetmeni	Dimitri Karakatsanis
Yönetmen	Martin Krejci
Prodüksiyon Sorumlusu	Charles Renard
Prodüksiyon Sorumlusu	Evie Yeo
Prodüktör	Desmond Loh
Prodüktör	Juliana Chung
Prodüktör	Justine Madero