WHEN YOU PLAY, PLAY HARD. On Children's Day 2017 we launched the Nike "Badge of Honor" a series of bandages that challenge China's cultural norms: overprotective parents are afraid their children would get hurt when playing sports. The Badge of Honor turns this fear into a celebration of the true joy of sport, as it encourages Chinese kids to "Play Hard".
On the packages, we included links to the extended, animated versions of the stories on Nike.com. The films featured athlete cameos of China women’s football goalkeeper Zhao Lina, Asia’s fastest sprinter Su Bingtian, high jumper Zhang Guowei and veteran basketball player Yi Jianlian.
Animated by Le Cube | Tom Bunker | BNS. Produced for Nike at W+K Shanghai, China.
FOOTBALL FILM: THE ZOMBIE PENALTY COMEBACK
RUNNING FILM: THE UNBREAKABLE TIN GIRL
SKATEBOARDING FILM: THE DEADLIEST HALFPIPE
BASKETBALL FILM: THE BUZZER BEATER
AWARDS
2018 CLIO Sports | Gold Winner | Innovation | Medium Innovation | Product / Service
2018 CLIO Sports | Silver Winner | Integrated Campaign | Product / Service
2018 One Show | Silver Pencil Winner | Design: Promotional | Collateral Items
2018 ADC Global | Bronze Cube Winner | Direct | Wildcard - Campaign
2018 CLIO Awards | Bronze Winner | Integrated Campaign | Product / Service
2018 CLIO Awards | Shortlist | Brand Design | Direct Marketing | Product / Service
2018 CLIO Awards | Shortlist | Product Design | Fashion & Lifestyle | Product / Service
2018 ADFEST | Integrated Gold Lotus Winner | Integrated Lotus
2018 ADFEST | Bronze Winner | Direct Lotus | Direct Campaign for Retention / Loyalty
2018 ADFEST | Finalist | Design Lotus | Packaging Design
2017 Creativity Online | Pick of the Day | Top 20
2017 Advertising Age | Best Ads
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