Nike Greater China- JDI Summer Nights 2013
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With summer daytime temperatures hovering around 35-40 degrees, getting out and moving during the day is almost impossible for anyone. While the … Read More
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. Read Less
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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
 
Key Visual/Type Design
Art Direction: Kevin Lunsong / Howl Lee
Howl Lee
Changqing Lee
 
TVC/Social
Art Direction: Melvin Tan / Nelson Ng
Copy: Cook Xu / Jimmy Chen
 
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
 
30" TVC SPOT (Taiwan)