Nike - "The Next Wave"

Wieden + Kennedy

Wieden + Kennedy Shanghai, China

24294

Marca: Nike
País: China

Anunciante: Nike

Titulo	The Next Wave
Agência	Wieden + Kennedy
Campanha	Just Do It
Anunciante	Nike
Marca	Nike
Data da primeira Transmissão/Publicação	2016 / 8
Sector Empresarial	Roupa Desportiva
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 de Mídia	Televisão e Cinema
Comprimento	90 seconds
Director criativo	Terence Leong
Director criativo	Azsa West
Director criativo	Shaun Sundholm
Redator	TJ Walthall
Redator	Wei Liu
Redator	Max Pilwat
Director de arte	Christian Laniosz
Director de arte	Marc Garreta
Director executivo criativo	Yang Yeo
Diretor dos Negócios	Dino Xu
Director de contas	Jim Zhou
Designer	Wendy Yu
Designer	Deer CL
Produtor	Xuan Ong
Head of Content Production	Bernice Wong
Business Affairs	Jessica Deng
Business Affairs	Kathy Zhang
Executivo de contas	Shawn Kai
Project Manager	Nicole Bee
Produtor	Fang Yuan
Director of Integrated Production	Angie Wong
Planeador	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
Compositor	Seth Olinsky
Produtor	Joyce Chen
Produção musical	Barking Owl
Produtor executivo	Gary Ward
Editor	Hank Corwin
Editor	Federico Brusilovsky
Edit Assistant	Jason Dopko
Produtor	Aimee Crook
Visual Effects Supervisor	Glenn Teel
Colorist	Seamus O’Kane
Pós produção	Lost Planet
Produtor de linha	Xiao Yu
Produtor executivo	Brenda Tham
Director de fotografia	Dimitri Karakatsanis
Realizador	Martin Krejci
Production Manager	Charles Renard
Production Manager	Evie Yeo
Produtor	Desmond Loh
Produtor	Juliana Chung
Produtor	Justine Madero