WHEN YOU PLAY, PLAY HARD. On Children's Day 2017 we launched the "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 Harder".
The bandage became the storytelling device: four sets 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