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
Art Direction: Kevin Lunsong / Howl Lee
Art Direction: Melvin Tan / Nelson Ng
Copy: Cook Xu / Jimmy Chen