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". The bandage became the storytelling device.
Four sets of packs were designed and then packaged in specially designed sleeves that unfold into comic strips. Fictional comic characters compete while the Badge of Honor marks their heroic comeback - demonstrating that falling down hard & picking yourself up is what sports is all about. Illustrated by Wassim | Pete Sharp | Lili des Bellons | Stevie Gee.
Produced for Nike at W+K Shanghai, China.
The four main characters took over Nike.com and Nike retail stores across the country. Heroes turned product models while the bandages hit the shelves.
MARATHON EVENT: THE ICE CREAM RACE
Finally, we brought one of the four stories from comic world to real life. The story's characters cheered for 5000 families during Nike's Kids Race.
Motion-activated audio billboards immersed kids into the world of pink-sand-dune-valley while racing in the footsteps of their heroes.
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