2019银奖
Nike: Dare to Become
RC-W-2019-10436
代理组 / CA-2008 视频创意
| 参赛公司 | Wieden+Kennedy Shanghai |
|---|---|
| 广告主/品牌主 | 耐克/NIKE |
作品信息
| 发布日期 | 2018年7月 |
|---|---|
| 预算/研发成本 | 1000-2000万 |
| 公益 | No |
| 行业类别 | 运动服装 |
| 品牌 | 耐克 | NIKE |
| 在线链接 | Nike: Dare to become |
作品描述
背景
In summer 2018, the world was gearing up for the World Cup. But for Chinese fans who dream of seeing their team one day lift the trophy, it was a reminder that China once again hadn’t qualified. Nike wanted to inspire Chinese kids by reminding them that the future rests on their shoulders.
目标
China’s football-obsessed kids, aged 16-22. For them, the disappointment of another World Cup without China was threatening their motivation for the game. They weren’t pushing themselves as much when they played football.
结果
Nike Football category drove Nike Greater China’s revenue to grow by 24% for the quarter. The film generated 726 million impression, 430 million views, and 10 million clicks. On Weibo, the hashtag #全凭我敢# received 63m reads and 29k discussions, @Nike added 17,410 new followers.
