Nike - "The Next Wave"

Wieden + Kennedy

Wieden + Kennedy Shanghai, China

24329

Marke: Nike
Länder: China

Werbende: Nike

Titel	The Next Wave
Agentur	Wieden + Kennedy
Kampagne	Just Do It
Werbende	Nike
Marke	Nike
Datum der ersten Ausstrahlung/Veröffentlichung	2016 / 8
Geschäftsbereich	Sportbekleidung
Philosophie	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.”
Medientyp	Fernsehen & Kino
Länge	90 seconds
Creative Director	Terence Leong
Creative Director	Azsa West
Creative Director	Shaun Sundholm
Texter	TJ Walthall
Texter	Wei Liu
Texter	Max Pilwat
Art Director	Christian Laniosz
Art Director	Marc Garreta
Executive Creative Director	Yang Yeo
Kaufmännischer Geschäftsführer	Dino Xu
Etatdirektor	Jim Zhou
Designer	Wendy Yu
Designer	Deer CL
Produzent	Xuan Ong
Head of Content Production	Bernice Wong
Business Affairs	Jessica Deng
Business Affairs	Kathy Zhang
Account Executive	Shawn Kai
Projektmanager	Nicole Bee
Produzent	Fang Yuan
Director of Integrated Production	Angie Wong
Etat-Planer	Leon Lin
Designer	Patrick Rockwell
Produktionsmanager	Vic Zhang
Digital Strategy	Bill Tang
Sound Mix	Chris Jenkins
Sound Engineer	Hu Yuan
Sounddesigner	Eugene Gearty
Komponist	Seth Olinsky
Produzent	Joyce Chen
Produktionsfirma	Barking Owl
Executive Producer	Gary Ward
Cutter	Hank Corwin
Cutter	Federico Brusilovsky
Edit Assistant	Jason Dopko
Produzent	Aimee Crook
Visual Effects Supervisor	Glenn Teel
Kolorist	Seamus O’Kane
Post-Produktion	Lost Planet
Herstellungsleiter	Xiao Yu
Executive Producer	Brenda Tham
Direktor Fotografie	Dimitri Karakatsanis
Regisseur	Martin Krejci
Produktionsmanager	Charles Renard
Produktionsmanager	Evie Yeo
Produzent	Desmond Loh
Produzent	Juliana Chung
Produzent	Justine Madero