With summer daytime temperatures hovering around 35-40 degrees, getting out and moving during the day is almost impossible for anyone. While the night avoids the oppressive sun and heat of the day and it also represents much more.
In this campaign we used a very charming, honest and sincere voice to invite kids to come out at night to move. Using city as a background to reveal new and exciting opportunities for movement. We created 12 distinctive key visuals for print, retail, outdoor, social ect.
Client: Nike Greater China
Agency: Wieden+Kennedy Shanghai
Creative Director: Terence Leong
Creative Team: Kevin Lunsong / Howl Lee / Melvin Tan / Cook Xu / Nelson Ng / Jimmy Chen
Agency: Wieden+Kennedy Shanghai
Creative Director: Terence Leong
Creative Team: Kevin Lunsong / Howl Lee / Melvin Tan / Cook Xu / Nelson Ng / Jimmy Chen
Key Visual/Type Design
Art Direction: Kevin Lunsong / Howl Lee
Design: Howl Lee
Retouching: Changqing Lee
TVC/Social
Art Direction: Melvin Tan / Nelson Ng
Copy: Cook Xu / Jimmy Chen
60" TVC SPOT
PRINT
COME OUT, COME OUT WHEREVER YOU ARE
IT'S SO HARD TO SAY GOODNIGHT
THE NIGHTS ABOUT TO GET NOISY
TONIGHT IS WHEN WE TURN THE WORLD UPSIDE DOWN
THOSE WHO LIKE TO SAY NO ARE ALL ASLEEP
YOU CAN HAVE THE ROAD BACK AT DAWN
STOP ME IF YOU ARE AWAKE
DON’T LEAVE THE SCORE UNSETTLED TONIGHT
DON’T WAIT UP FOR US
COME OUT AND FLIP IF YOU CANT SLEEP AT NIGHT
THERE IS NO SUCH THING AS TOO CRAZY
IT'S TOO EARLY TO CALL A WINNER
OUTDOOR
RETAIL
