Nike Greater China- JDI Summer Nights 2013

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Created: 07/20/13
Last Edited: 05/29/14
2098
79
8
Description
With summer daytime temperatures hovering around 35-40 degrees, getting out and moving during the day is almost impossible for anyone. While the night avoids the oppressive sun and heat of the day and it also represents much more.

In this campaign we used a very charming, honest and sincere voice to invite kids to come out at night to move. Using city as a background to reveal new and exciting opportunities for movement. We created 12 distinctive key visuals for print, retail, outdoor, social ect.
  • With summer daytime temperatures hovering around 35-40 degrees, getting out and moving during the day is almost impossible for anyone. While the night avoids the oppressive sun and heat of the day and it also represents much more. 
     
    In this campaign we used a very charming, honest and sincere voice to invite kids to come out at night to move. Using city as a background to reveal new and exciting opportunities for movement. We created 12 distinctive key visuals for print, retail, outdoor, social ect.
     
     
    Client: Nike Greater China
    Agency: Wieden+Kennedy Shanghai
    Creative Director: Terence Leong
    Creative Team: Kevin Lunsong / Howl Lee / Melvin Tan / Cook Xu / Nelson Ng / Jimmy Chen
     
    Key Visual/Type Design
    Art Direction: Kevin Lunsong / Howl Lee
    Howl Lee
    Changqing Lee
     
    TVC/Social
    Art Direction: Melvin Tan / Nelson Ng
    Copy: Cook Xu / Jimmy Chen
     
  • PRINT
  • COME OUT, COME OUT WHEREVER YOU ARE
     
  • IT'S SO HARD TO SAY GOODNIGHT
     
  • THE NIGHTS ABOUT TO GET NOISY 
     
  • TONIGHT IS WHEN WE TURN THE WORLD UPSIDE DOWN
     
  • THOSE WHO LIKE TO SAY NO ARE ALL ASLEEP 
     
  • YOU CAN HAVE THE ROAD BACK AT DAWN
     
  •  STOP ME IF YOU ARE AWAKE 
     
  • DON’T LEAVE THE SCORE UNSETTLED TONIGHT
     
  • DON’T WAIT UP FOR US
     
  • COME OUT AND FLIP IF YOU CANT SLEEP AT NIGHT 
     
  • THERE IS NO SUCH THING AS TOO CRAZY
     
  • IT'S TOO EARLY TO CALL A WINNER
     
  •  
    OUTDOOR

  • RETAIL
  •  
    30" TVC SPOT (Taiwan) 

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