DON'T OVERTHINK IT. JUST DO IT. The idea isn't about telling the next generation of Chinese youth what to do but celebrating the irreverence, spontaneity, positivity, and potential. They are a generation of uninhibited old traditions. As they are free to choose their own path for the first time in history there has never been a better moment to give the world's largest nation the permission to 'JUST DO IT'.
The line that many of us grew up with can't actually be translated into Mandarin. So we created a campaign to redefine 'JUST DO IT.' in China by saying what it isn't.
Directed by Martin Krejci | Stink Films // Print photographed by Paul Calver
Produced for Nike at W+K Shanghai, China.
PRINT / OOH
2017 Cannes Lions | Shortlist | Film | Film Craft | Editing
2016 Creativity Online | Pick of the Day | Top 20
2016 Advertising Age | Best Ads