Nike Campaign to Inspire Runners in China
Nike Greater China has released its latest “Just Do It” campaign, speaking directly to China’s booming running population. The campaign, dubbed “Let the Run Tell You Why,” includes an innovative interactive film titled “The Run” – 60-second, vignettes telling the stories of five runners while celebrating every runner who has embraced life-changing experiences through the sport.
“The Run” takes the viewers through different journeys of everyday runners. Viewers can dive deeper into featured stories by clicking on embedded links throughout the film. Each story conveys the power of running and provokes the viewers in different ways.
The 74-year-old Grandpa Sun has been running marathons for the past 20 years. This year, he was told he's too old and denied entry. He ran anyway, under someone else's name. He remains a persistent runner and pushes the limits of the human body. Two versions of the 30s and 60s TVC about Sun has been released on Nov 21.
The team members from the Street Running Club from Taipei have demonstrated running in a different way. They use running to express and prove themselves by creating different themes each time, sometimes even dressing in special cartoon costumes.
The blind runner Inti from Hong Kong has experienced the world through running. She runs with a running guide so that she can “see” and feel and embrace the beauty of the world.
The three young women from Shanghai Fudan University have run to defy the traditional Chinese aesthetic that women have to be sweet, obedient, not too smart, not too sporty. They are enjoying the sense of success brought by fast speed.
“We learned to crawl, walk and eventually run. People are born to run. I really enjoy the excitement of running,” said Olympic Gold Medalist Liu Xiang, who after a long period out of the public arena wanted to encourage more people to run.
The theme song for the “The Run” TVC was “I Wonder Why” by Dion & The Belmonts. The joyous melody of the song brings energy to the film. The repeated lyrics of “I wonder why I love you like I do” makes runners think of the reason “why I run.” It also makes non-runners wonder about the allure of running that makes runners have such a love affair with the sport.
"Nike is a running company. We inspire people to run and help them perform better through products and services,” said Simon Pestridge, VP of Marketing, Nike Greater China. “Nike has seen running get more and more traction in China among the young consumer, in particular. Nike, as a brand, has been moved and inspired by a lot of everyday runners. The latest China Just Do it campaign "Let The Run Tell You Why" celebrates the runners and highlights the fun nature of running. If you are a runner, you will get it. You will know why running is so inspiring and powerful."
The campaign has been powered by social engagement through Weibo and WeChat platforms. Nike’s newly created WeChat account “Nike+ Run Club” aims to create the best running community and provide better services and greater support for runners to help them perform their best. The “Why Run” photo booth provided at selected Nike stores in Shanghai, Beijing and Guangzhou starting from Nov 24, inviting runners to take photos with a specially designed “Why Run” frame, which can be immediately printed out or shared with friends via Weibo. The tagline #lettheruntellyouwhy will also feature on social networking sites.
Nike Greater China partnered with Wieden + Kennedy Shanghai to create the film. It was directed by Siri Bunford from Knucklehead UK. Siri was chosen for her amazing work for Channel 4 ”Kubrick”, as well as the British Airline films. She has also won numerous awards, the most notable being the D&AD pencil.
For more information on Nike’s “Just Do It” campaign visit: whyrun.nike.com.cn.
Credits
Agency: W&K Shanghai
CDs: Azsa West, Terence Long
CW: Jessica Price
AD: Shaun Sundholm
Agency Producers: Angie Wong, Fang Yuan
Director: Siri Bunford
Prod Co: Knucklehead / Playful Films
Producers: Matthew Brown & Peter Maynard
DOP: Ben Smithard
