Titolo | The Next Wave |
Agenzia | Wieden + Kennedy |
Campagna | Just Do It |
Cliente | Nike |
Marca | Nike |
Data di Prima Diffusione/Publicazione | 2016 / 8 |
Settore | Abbigliamento sportivo |
Filosofia | 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.” |
Tipo di Media | Televisione e Cinema |
Lunghezza | |
Creative Director | Terence Leong |
Creative Director | Azsa West |
Creative Director | Shaun Sundholm |
Copywriter | TJ Walthall |
Copywriter | Wei Liu |
Copywriter | Max Pilwat |
Art Director | Christian Laniosz |
Art Director | Marc Garreta |
Executive Creative Director | Yang Yeo |
Business Director | Dino Xu |
Account Director | Jim Zhou |
Designer | Wendy Yu |
Designer | Deer CL |
Producer | Xuan Ong |
Head of Content Production | Bernice Wong |
Business Affairs | Jessica Deng |
Business Affairs | Kathy Zhang |
Account Executive | Shawn Kai |
Project Manager | Nicole Bee |
Producer | Fang Yuan |
Director of Integrated Production | Angie Wong |
Account Planner | Leon Lin |
Designer | Patrick Rockwell |
Production Manager | Vic Zhang |
Digital Strategy | Bill Tang |
Sound Mix | Chris Jenkins |
Sound Engineer | Hu Yuan |
Sound Designer | Eugene Gearty |
Music Composer | Seth Olinsky |
Producer | Joyce Chen |
Music Production | Barking Owl |
Executive Producer | Gary Ward |
Editor | Hank Corwin |
Editor | Federico Brusilovsky |
Edit Assistant | Jason Dopko |
Producer | Aimee Crook |
Visual Effects Supervisor | Glenn Teel |
Colorist | Seamus O’Kane |
Post Produzione | Lost Planet |
Line Producer | Xiao Yu |
Executive Producer | Brenda Tham |
Direttore della fotografia | Dimitri Karakatsanis |
Director | Martin Krejci |
Production Manager | Charles Renard |
Production Manager | Evie Yeo |
Producer | Desmond Loh |
Producer | Juliana Chung |
Producer | Justine Madero |