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: 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. 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.
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 | Pete Sharp | Lili des Bellons | Stevie Gee. Animated by LeCube | Tom Bunker | BNS
Produced for Nike at W+K Shanghai, China.
THE PRODUCT / CASEFILM
THE ANIMATION FILMS
On the packages, we included links to animated versions of the stories on Nike.com. The animations feature Nike athlete cameos of 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: THE UNBREAKABLE TIN-GIRL
BASKETBALL: THE BUZZER BEATER
SKATEBOARDING: THE DEADLIEST HALFPIPE
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 ADFEST | Integrated 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
ECD: Ian Toombs
Creative Directors: Terence Leong, Shaun Sundholm
Creatives: Max Pilwat, Tim Cheng, Liu Wei
Designers: Deer CL, John Yao