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耐克中国推出“下个我上”系列广告激励中国篮球少年挑战自我

2017/4/19 17:18:1403591



在耐克篮球进驻中国二十周年之际,耐克中国携手长期创意伙伴Wieden+Kennedy上海推出“下个我上”系列广告,以此激励更多的年轻人挑战自我,到球场上去“下个我上”。

中国的孩子从小就被教育要循规蹈矩,因为这样既安全也不用担心失败。这种观念让孩子们对于挑战浅尝则止,无法全力挖掘自己的潜能。然而,耐克中国发现如今的中国篮球少年比从前更自信,对于篮球更笃定,更勇于挑战传统和自我。

“我们的灵感来自于俗谚‘初生牛犊不怕虎’。新一代的中国篮球少年已经打破了传统的束缚,更愿意去尝试和直面挑战。” W+K上海的策略人员Leon Lin介绍道。

广告片中的两个小个子少年,原本只是场边的看客,但当他们勇敢地说出“下个我上”后,他们通过自己的勇气和努力逐渐成为球场上的焦点,甚至成为球队的核心。片中,两个少年从一对一打到三对三,再到最终的高中联赛决赛,期间精彩的飙分大战、激烈的身体对抗、互喷“垃圾话”等球场上不可或缺的元素,为我们还原了最原汁原味的球场氛围。一声哨响球赛悬而未决,给我们留下了更多的想象和勇气。人气明星蒋劲夫、街球手赵强、“打出名堂”里一战成名的刘莎玟和朱墨,以及耐克高中篮球联赛球员纷纷加入战团,与那两个少年比肩作战。

“挑战其实需要极大的勇气,因为你可能失败。我们想要揭示挑战的代价和激励球员不断挑战的原因。几年前,在拍篮球广告片的时候,找到合适的篮球运动员是有些难度的。但这次拍摄中,我们很欣慰看到当今篮球少年的水准得到了很大的提升。” W+K上海的创意总监Terence Leong如是说。

在视频短片中,你能看到漫画、电游、网络用语、街球文化等在年轻人中炙手可热的文化元素以及主人公在比赛失利时无厘头脑补由此而来的悲惨人生而越挫越勇再接再厉。短片还启用了Ol’ Dirty Bastard的经典曲目Shimmy Shimmy Ya,当标志性的钢琴前奏响起你就知道这不是寻常篮球比赛。 “中国青少年的生活充斥着弹幕、电游、网络用语和Face U的网络文化。篮球少年也是如此。当我们着手创意时,我们知道不仅需要根植网络文化同时还需要凸显出来。因此,我们把现实中的篮球和魔幻现实主义揉和到一起,给篮球少年们创造了一个无所不能的篮球奇幻世界。”W+K上海的创意总监Shaun Sundholm补充道。

 “耐克全球和耐克中国在这整个过程中都全力支持着我们。耐克一直在用自己最好的运动员和最好的服务扶持、引领着篮球文化的发展。同时,他们也意识到新一代中国篮球少年身上所发生的改变,并且认为这是推动中国篮球文化进入新篇章的好时机。”W+K上海客户总监Jim Zhou这样说到。

据悉,该片由曾在2013年为耐克中国执导过“把球给我”的著名广告片导演Stacy Wall掌镜。

配合广告片同期上线的还有以真实的篮球少年为主人公的系列广告平面,以鲜明的漫画画风和热血的文案激励更多的青少年“下个我上”。

 

 

 



Client Name: Nike China
Campaign Name: 2017 Nike Basketball Brand Campaign
Main Anthem: ‘’I Got Next’’ 下个我上
Key Visuals: ‘’Jiang Jin Fu’’ / ‘Sarah Liu’’ / ‘’Zhu Mo’’ / ‘’HBL’’
Launch Date: 26 Feb 2017
Locations/Media: 
All Digital - Worldwide 
All TV Media / All Electronic Media / All OOH Media / All Print Media / All PR, Retail & Events – Greater China

Agency Credits

Nike China

VP Marketing: Steve Tsoi 
Senior Brand Communication Director: Andy Whiteside
Senior Basketball Brand Director: Michael Donohue 
Senior Basketball Brand Manager: Johnny Chen 
Brand Communication Manager: Seven Yang

WIEDEN+KENNEDY SHANGHAI

Executive Creative Directors:  Ian Toombs, Yang Yeo
Global Creative Directors Nike: Alberto Ponte, Ryan O’Rourke, Dan Viens
Creative Directors: Terence Leong, Shaun Sundholm
Art Directors: Raul Arantes, Timothy Cheng
Copywriters: Shaun Sundholm, Cook Xu, Liu Wei
Global Integrated Production Director: Matt Hunnicutt
Director of Integrated Production: Angie Wong
Head of Content: Bernice Wong
Senior Producer: Molly Tait Tanen
Freelance Sr. Integrated Producer: Jennie Lindstrom 
Producer: Jiji Hu, Fang Yuan
Art Producer: Xuan Ong
Senior Planner: Leon Lin

Global Account Director: Chris Willingham
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Sr. Account Executive: Shawn Kai
Project Manager: Nicole Bee 
Business Affairs: Jessica Deng, Kathy Zhan, Amber Lavender

Senior Designer: Patrick Rockwell
Type Designers: John Yao, He Fan
Production Manager: Vic Zhang 
Digital Imaging Artist: Changqing Lee
FA Artist: Austin Hu

External Credits: Main Anthem

PRODUCTION COMPANY: IMPERIAL WOODPECKER
Director: Stacy Wall
Director’s Producer: Michaela Johnson 
1st Assistant Director: Peter White 
1st Assistant Director (Local): Bernie Chui
Director of Photography: Peter Donahue 

Executive Producer: Doug Halbert 
Producer: (Local) Carson Ng
Production Manager: Rosanna Pandolfo 
Production Manager: (Local) Thomas Yuen 
Line Producer: (Local) Wolfie Wong 
Production Assistant: Gus Edwards
Celebrity Handler/Fixer: 
CAM A Focus Puller/1st AC: Stevo
Drone operator: 
Q Take: 

Hong Kong Production Support: ASAP
Hong Kong Art Director: James Ting
Wardrobe Stylist: Julian Mei 

POST PRODUCTION (LA): 

EDITORIALS: EXILE
Editor: Grant Surmi
Assistant Editor: Zach Kaigler
Post Producer: Michael Miller
Executive Producer: Carol Lynn Weaver
Head of Production: Jennifer Locke

EDITORIALS: WHITEHOUSE POST 
Editor: Lisa Gunning 
Assistant Editor: Devon Bradbury 
Post Executive Producer: Leah Carnahan

FINAL ONLINE & EFFECTS: SAINT
Creative Director: Rob Trent
VFX Producer: Kristina Thoegersen
Executive Producer: Helen Park

FINAL ONLINE & EFFECTS: MPC (SH)
VFX Supervisor: Barry Greaves
Head of Production: Lily Lee
Producer: Mei Lee Lim

COLOR: MPC
Colorist: Mark Gethin
Executive Producer: ELexis Stearn
Producer: Rebecca Boorsma

TITLES / GRAPHICS: ELASTIC
Art Director: Leanne Dare
Animator: Steven Do
Designer: Lynn Cho, Joyce Han
Producer: Drew Rissman

MUSIC (LA): WE ARE WALKER
Remixed: Walker 
Executive Producer: Sara Matarazzo
Asst. Producers: Jacob Piontek, Marissa Hernandez

SOUND DESIGN (LA):  HEXANY AUDIO

AUDIO POST (LA): LIME STUDIOS
Mixer: Rohan Young
Asst. Mixer: Ben Tomastik
Executive Producer: Susie Boyajan

AUDIO VO PRODUCTION (SH): Green United Music
Producer: Thomas Faucheur
Engineer: Ronald Qiu & Fabien Langard 

External Credits: Key Visuals

PRODUCTION COMPANY: BLOC PRODUCTIONS SHANGHAI
Photographer: Boogie
Photographer Assistant: Sam crocksby
Executive Producer: Sion Millett
Producer: Steph Lee Mandy Wu 
Production Assistant: Lucy Lu Connie Chen 
Wardrobe Stylist: Yi Guo 
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