Nike - "The Next Wave"

Wieden + Kennedy

Wieden + Kennedy Shanghai, China

24379

Marca: Nike
País: China

Anunciante: Nike

Título	The Next Wave
Agencia	Wieden + Kennedy
Campaña	Just Do It
Anunciante	Nike
Marca	Nike
Fecha de primera difusión/publicación	2016 / 8
Sector Empresarial	Prendas deportivas
Filosofía	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.”
Medio	Televisión y Cine
Duración	90 seconds
Director creativo	Terence Leong
Director creativo	Azsa West
Director creativo	Shaun Sundholm
Responsable de conceptos / redactor	TJ Walthall
Responsable de conceptos / redactor	Wei Liu
Responsable de conceptos / redactor	Max Pilwat
Director artístico	Christian Laniosz
Director artístico	Marc Garreta
Director ejecutivo de creación	Yang Yeo
Business Director	Dino Xu
Director de cuentas	Jim Zhou
Diseñador	Wendy Yu
Diseñador	Deer CL
Productor	Xuan Ong
Head of Content Production	Bernice Wong
Business Affairs	Jessica Deng
Business Affairs	Kathy Zhang
Ejecutivo de cuentas	Shawn Kai
Director de proyectos	Nicole Bee
Productor	Fang Yuan
Director of Integrated Production	Angie Wong
Planificador de cuentas	Leon Lin
Diseñador	Patrick Rockwell
Director de producción	Vic Zhang
Digital Strategy	Bill Tang
Sound Mix	Chris Jenkins
Sound Engineer	Hu Yuan
Sound Designer	Eugene Gearty
Compositor de música	Seth Olinsky
Productor	Joyce Chen
Producción musical	Barking Owl
Productor ejecutivo	Gary Ward
Montador	Hank Corwin
Montador	Federico Brusilovsky
Edit Assistant	Jason Dopko
Productor	Aimee Crook
Visual Effects Supervisor	Glenn Teel
Colorista	Seamus O’Kane
Postproducción	Lost Planet
Productor delegado	Xiao Yu
Productor ejecutivo	Brenda Tham
Director de fotografía	Dimitri Karakatsanis
Realizador	Martin Krejci
Director de producción	Charles Renard
Director de producción	Evie Yeo
Productor	Desmond Loh
Productor	Juliana Chung
Productor	Justine Madero