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Nike Shanghai Only Strides Forward

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running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
Illustration (in order): Xiaolonghua + More Tong + Super Zhang + Radio Woon x 2 + Fish Ho x 2 + Twoqee + Kzeng + Jok Jiang + White.
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
running shanghai china wieden+kennedy chinese Nike campaign Marathon Experience
Key moments where runners would need encouragement throughout the entire 42km route. Such as Nike athletes cheer up video was planted in 2 high traffic spots for the runners and the audience, and it was also covered the toughest part - a long brigde in the marathon route.
 
 
 
Nike Shanghai Only Strides Forward 2012
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Shanghai is one of the fastest growing city in the world. The growth of this city is not just a big trend in China, but it’s because the spirit and keep moving energy of the people in this city. They make Shanghai only strides forward.
 
As a sponsor of the Shanghai Marathon, Nike wants to celebrate this striding forward spirit of this city and takes inspiration from the cityscape, the streets and the culture to create an experience to fuel runners in the marathon. We made an online animation with a costumed Shanghaiese song to cheer up the runners and the city a week before the race. And we identified 72 moments where runners would need encouragement throughout the entire 42km route. A team of 9 local artists were assembled to create a series of manhole cover designs that were based on the iconography of the city. Each one of them had a message that would inspire, motivate or delight runners in a uniquely Shanghainese way. We then deployed them throughout the route. We made up media when there wasn’t any and built our own when it wasn’t for sale.
 
Nike’s inspirational messages and cheering were at every upslope, downhill, steep climb and zigzag, all the way to the finish line. We created an experience that Shanghai runners embraced and felt proud of. News picked up the buzz and social media amplified it. By inspiring the runners themselves, we ended up inspiring the whole city.

Client: Nike China
Agency: Wieden+Kennedy Shanghai
Creative Director: Terence Leong
Art Direction: Fish Ho + Radio Woon + ChiungHui Chiu + Melvin Tan + Kevin Lunsong
Design: Fish Ho + Radio Woon
Illustration: Fish Ho + Radio Woon + More Tong + Super Zhang + Jok Jiang + Xiaolonghua + Twoqee + Kzeng + White
Copywriter: Cook Xu + Shanshan Quan
Animation: Paul Huang + Fish Ho
Nike Shanghai Only Strides Forward
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