Nike has launched a classic spot in China, called The Next Wave, which features every kind of athleticism from soccer, basketball, cyclists, skateboarders, ultimate frisbee and even parkour.
The voice-over extends on the ‘Just Do It’ tagline saying: “You don’t have to do it for the glory. You don’t have to do it to be famous. You don’t have to do it for the boys. Just do it.”
The 90-second spot features Chinese celebrities including Liu Xiang (retired national hurdler), LiNa (retired national tennis player), Mr Sun (senior marathon runner) and Selina (Taiwan singer). The Next Wave campaign will run across short-film content, billboards and outdoor activations.
“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,” Shaun Sundholm, creative director at W+K Shanghai said. “That meant we had everyday 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.”
Dino Xu, business director at W+K Shanghai added: “Growing up in China, I was surrounded by people who simply used the English words ‘Just Do It’ as a punch line without knowing what it really means. It’s great that in this campaign, the provocative voiceover lines help to define what it is, by saying what it isn’t.”
The campaign builds on the success China’s Rio Olympic squad, as well as Nike U.S’s popular “Unlimited” series which featured everyone from Serena Williams and Simone Biles; an 86-year-old nun; transgender triathlete and duathlete, and babies.
CREDITS
Client: Nike China
Campaign Name: 2016 Nike JDI campaign
Main Anthem: “The Next Wave”
Agency: Wieden + Kennedy Shanghai
Executive Creative Director: Yang Yeo
Creative Director: Terence Leong, Azsa West, Shaun Sundholm
Art Directors: Christian Laniosz, Marc Garreta
Copywriters: TJ Walthall, Liu Wei, Max Pilwat
Director of Integrated Production: Angie Wong
Head of Content: Bernice Wong
Producer: Fang Yuan
Art Producer: Xuan Ong
Planning Director: Paula Bloodworth
Senior Planner: Leon Lin
Digital Strategist: Bill Tang
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Sr. Account Executive: Shawn Kai
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Senior Designer: Patrick Rockwell
Designers: Wendy Yu, Deer CL
Production Manager: Vic Zhang
Digital Imaging Artist: Changqing Lee
FA Artist: Bin Liu
Campaign Summary Sheet
Production Company: Stink Films Shanghai
Director: Martin Krejci
Director’s Producer: Justine Madero
1st Assistant Director: James Skotchdopole
1st Assistant Director (Local): Hank Zeng
Director of Photography: Dimitri Karakatsanis
CAM A Operator / Gimbal Ninja: Florian Hatwagner
Executive Producer: Desmond Loh
Executive Producer: Brenda Tham
Producer: Juliana Chung
Production Manager: Charles Renard
Production Manager: Evie Yeo
Beijing Line Producer: Xiao Yu
Production Assistant: Haze Zhu
Celebrity Handler/Fixer: Emma Sun
CAM A Focus Puller/1st AC: Albert Wang
Drone operator: Zhang Teng Sen
Q Take: Marcus Peh
Taipei Production Support: Episode Films
Hong Kong Production Support: Spur Link
Beijing & Hong Kong Art Director: Yao Jun
Taiwan Art Director: Daymon Wu
Wardrobe Stylist: Julian Mei
Postproduction: Lost Planet Editorial, L.A.
Editorials: Hank Corwin, Federico Brusilovsky
Post Executive Producer: Gary Ward
Post Producer: Aimee Crook
Assistant Editor: Jason Hinkley
VFX Artist/Supervisor: Glenn Teel
Color: The Mill, London
Colorist: Seamus O’Kane
Producer: Dan Kreeger
Campaign Summary Sheet
Music: Barking Owl, L.A.
Composer: Seth Olinsky
Sound Design (L.A.):
Sound Designer: Eugene Gearty
Mixing (L.A.):
Mixer: Chris Jenkins
Audio VO Production: TZ Studio, Shanghai
Producer: Joyce Chen
Engineer: Hu Yuan
