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 of getting hurt into a celebration of the true joy of sport, as it encourages Chinese kids to "Play Harder".
The bandage itself becomes our storytelling device: fictional characters compete in comic stories while their Badge of Honor marks their heroic comeback - demonstrating that falling down hard and picking yourself up again is what sports is all about. Four sets of 14 bandages were designed for football, running, basketball and skateboarding and then packaged in specially designed sleeves that unfold into comic strips.
The Nike Badge of Honor transforms the common bandage into a proud symbol of sports in China, while showing parents what their children are truly capable of.
Illustrated by Wassim Boutaleb | Pete Sharp | Lili Des Bellons | Stevie Gee. Animated by LeCube | Tom Bunker | BNS
Produced for Nike at W+K Shanghai, China.
THE ANIMATION FILMS
On the packages we included links to animated versions of the stories on Nike.com. The animations feature Nike athlete cameos such as the nation’s fastest sprinter Su Bingtian, the goalkeeper of the China Women’s football team Zhao Lina, popular high jumper Zhang Guowei and veteran basketball player Yi Jianlian.
FOOTBALL: THE ZOMBIE PENALTY COMEBACK
RUNNING: TINA THE UNBREAKABLE TIN-GIRL
BASKETBALL: ALLEN THE ALIEN - THE BUZZER BEATER
SKATEBOARDING: TIM THE T-REX VS. THE DEADLIEST HALFPIPE
The four main characters took over Nike retail stores and Nike.com. Heroes turned product models while the bandages hit the shelves.
FAMILY MARATHON: THE ICE CREAM RACE
Finally we brought one of the four stories from comic world to real life. The story's characters Tina and Charlie cheered for kids and parents alike during Nike's family marathon event. Audio- and visual messages from both robotic characters immersed kids into the world of pink-sand-dune-valley while racing on the footsteps of their heroes.
ECD: Ian Toombs
Creative Directors: Terence Leong, Shaun Sundholm
Creatives: Max Pilwat, Tim Cheng, Liu Wei
Designers: Deer CL, John Yao