Creative agency Wieden + Kennedy (W+K) Shanghai explains that the Taiwanese youth are losing the ‘fire’ for sports, and this new project aims to ignite the ‘Just do It’ spirit. “We’re looking to tap into the hearts of Taiwanese youth by fueling the existing passion for sport that’s inside them,” said Jarrett Dube, account director at W+K Shanghai.
The campaign talks about the endearing emotions behind ordinary people. Sports are not only for athletes but also for anyone that searches for challenge and progress.
The print design uses bold statements in a graffiti style to speak out the minds of the athletes. The first phase of the online component via Nike.com.tw looks for the ordinary ‘you’ to share stories on passion and challenges. Nike will publicise the works that best fit the campaign and give away free prizes.
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Credits:
Project I Can Change Sport
Client Nike China & Taiwan
Creative agency Wieden + Kennedy Shanghai
Creative team Nick Cohen, Nick Barham, Conan Wang, Ian Perkins, Roberto Danino, Dong Hao
Account servicing Jarrett Dube, Jenny Chen
Studio Angel Ng, Peter Zheng
Production Kerli Teo, Angie Wong, Celes Cheong
Planning Dominic Tan, Thomas Wang
Business affairs Jessica Deng, Benny Zhang
Traffic Sai Kit
Nike’s marketing team Marvin Chow, San Yin Mei, Melvin Lenzy, Tinaca Tsai, Oxygen Huang, Sukwan Chae
Exposure Television, print, outdoor, online, guerrilla marketing, in-store, PR
