NIKE: Chinese New Year
Client: NIKE
2020
🎯 Challenge
Chinese New Year is the biggest holiday of the year and the busiest moment for brand activity. NIKE wanted to make a statement during the New Year for the first time ever, but as a sports brand, it didn’t have a natural role to play.
💡 Insight
We found a role for NIKE by looking at a special holiday ritual. Every year, children receive red packets, or hongbao 🧧, from their elders. They are taught by their parents to politely decline these gifts, but eventually the kids give up and accept them.
🚀 Solution
Show how an athlete would approach the hongbao gifting ritual: by never giving up.
The Work
We created a film called The Great Chase, which showed how a determined young girl continually declines the red packet from her auntie. Year after year, the chase keeps going, until finally it’s the niece’s turn to give back.