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Nike: Dare to Become
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.


Nike: Dare to Become


制作信息

代理公司 Wieden+Kennedy Shanghai | Wieden+Kennedy Shanghai (上海)