JUST DO IT - CHINA
Most kids in China have had negative experiences with sport, with little opportunity to experience the benefits of what sport offers. “Use Sports” was a creative idea and a fresh perspective on sports that allows us to be insightful, inspiring and fun. It’s an honest, direct message about why sports matter. Through sports, everyone has something to gain. Use them for selfish reasons. Use them for unselfish reasons. Use them for everything you can. Because sports will never tell you you’re wrong, judge you, or say you can’t.
We used devices that kids were familiar with to deliver the “Use Sports” messaging such as public speakers used by the Chinese government and typography seen in old school gymnasiums.
JUST DO IT - TAIWAN
Taiwanese youth were losing their passion for sports so we created a brand campaign aimed to ignite the 'Just Do It' spirit. We aim to tap into the hearts of Taiwanese youth by fueling their existing passion for sports. The campaign explores the endearing emotions of ordinary people. Sports are not only for athletes but also for anyone who seeks challenge and progress.
The print design employs bold statements in a graffiti style to express the thoughts of the athletes painted onto their everyday training environment. The initial phase of the online component on Nike.com.tw encourages the ordinary 'you' to share stories about passion and challenges. Nike then publicized the works that best fit the campaign and gave away free prizes. The campaign included print, OOH, online, retail, experiential, and TVCs.
