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 Shanghai, China.
Produced for Nike at W+K Shanghai, China.
2017 Cannes Lions | Shortlist | Film | Film Craft | Editing
ECD: Yang Yeo
Creative Directors: Azsa West, Terence Leong, Shaun Sundholm
Creatives: Chris Laniosz, TJ Walthall, Max Pilwat, Marc Garreta
Designer: Patrick Rockwell