IT'S TIME WE STOPPED CALLING IT FOOTBALL & START CALLING IT ZUQIU. China loves football. But the state of their national team and local leagues haven’t given fans much hope in the future. And the World Cup '18 is another World Cup without China. In fact, the last time they even qualified was 2002. 'China Rules' is a vision, or a north star, for what the future of Chinese football could look like, if only teens were to believe.
The 'Dare To Become' campaign became a huge talking point in China between believers and naysayers. The film was viewed 170 million times in the first 4 days after launching in the semi-finals. It is now with 263+ million views (July 2018) Nike's most-watched advert ever. Directed by Ian Pons Jewell | HAMLET.
Produced for Nike at W+K Shanghai, China.
FILM: CHINA RULES
AWARDS
2019 CLIO Sports | Silver Winner | 61 secs to 5 min | Film | Product / Service
2019 CLIO Sports | Silver Winner | Direction | Film Technique | Product / Service
2019 CLIO Sports | Silver Winner | Cinematography | Film Technique | Product / Service
2018 shots Awards | Shortlist | Online Commercial of the Year
2018 CICLOPE Festival | Finalist | Writing
2018 CICLOPE Festival | Finalist | Production Design
2018 CICLOPE ASIA | Finalist | Cinematography
2018 Creativity Online | Pick of the Day | Top 20 Ads
2018 Advertising Age | Best Ads
Concept | Art Direction | Copywriting