Nike - "The Next Wave"

Wieden + Kennedy

Wieden + Kennedy Shanghai, 中国

24295

品牌: Nike
国家: 中国

广告主: Nike

标题	The Next Wave
广告公司	Wieden + Kennedy
广告战役	Just Do It
广告主	Nike
品牌	Nike
首次发布日期	2016 / 8
行业领域	运动服装
哲学	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.”
媒体类别	影视
长度	90 seconds
创意总监	Terence Leong
创意总监	Azsa West
创意总监	Shaun Sundholm
文案	TJ Walthall
文案	Wei Liu
文案	Max Pilwat
美术指导	Christian Laniosz
美术指导	Marc Garreta
执行创意总监	Yang Yeo
Business Director	Dino Xu
客户总监	Jim Zhou
设计师	Wendy Yu
设计师	Deer CL
制片	Xuan Ong
Head of Content Production	Bernice Wong
Business Affairs	Jessica Deng
Business Affairs	Kathy Zhang
客户主管	Shawn Kai
项目经理	Nicole Bee
制片	Fang Yuan
Director of Integrated Production	Angie Wong
客户企划	Leon Lin
设计师	Patrick Rockwell
制作经理	Vic Zhang
Digital Strategy	Bill Tang
Sound Mix	Chris Jenkins
Sound Engineer	Hu Yuan
Sound Designer	Eugene Gearty
音乐作曲家	Seth Olinsky
制片	Joyce Chen
音乐公司	Barking Owl
执行制片	Gary Ward
剪辑师	Hank Corwin
剪辑师	Federico Brusilovsky
Edit Assistant	Jason Dopko
制片	Aimee Crook
Visual Effects Supervisor	Glenn Teel
Colorist	Seamus O’Kane
后期制作	Lost Planet
Line Producer	Xiao Yu
执行制片	Brenda Tham
摄影指导	Dimitri Karakatsanis
导演	Martin Krejci
制作经理	Charles Renard
制作经理	Evie Yeo
制片	Desmond Loh
制片	Juliana Chung
制片	Justine Madero