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Nike Dares China to Rule The World of Football in New Campaign

Produced by Hamlet, with creative by W+K Shanghai 'Dare to Become' envisions a future where the greatest football player is Chinese

Nike Dares China to Rule The World of Football in New Campaign

As World Cup fever gripped the world China, once again, watched from the sidelines. The last time China even made the tournament was all the way back in 2002 – a brief win in a long-struggling history that has left a nation of fans with little hope for a bright future. In fact, few even dare to imagine anything other than more of the same. 
But more and more people in China are looking to the future with optimism. 
Releasing a major football commercial in a country that wasn't even in the tournament might seem like an unusual choice for Nike, however this moment provided an ideal opportunity to present Chinese football fans and young athletes with a vision of what Chinese football could be, and who they could become.

Nike wanted to inspire China’s young football players by giving them a dream to chase. And having reached 170 million views in only a few days after launching, the film has clearly struck a chord. 
Created by Wieden+Kennedy Shanghai and directed by Hamlet's Ian Pons Jewell, the commercial, Dare to Become, shows a future where the greatest football player, is now Chinese. Manchester City fills their roster with Chinese players, and all of England cries after being drawn in a group with China. It is a fun and ambitious future, but one a younger generation of Chinese players can believe in and are working to create.

Creative directors Matt Skibiak and Dong Hao commented, “Why can’t China be great? This film is clearly on the side of the athletes who believe it can be. Because if no one is willing to imagine going there in their heads, they’ll never get there in real life.

But the commercial isn’t pure fantasy. Nike recruited real teenage football players from the Nike Football League in Beijing, Shanghai and Guangzhou to star as the young players today who are doing what others don’t dare to believe – take China to the top of the football world.

Since the launch, Dare To Become has ignited a heated debate about the future of Chinese football. While some still refuse to believe in such a future, and see it as little more than a day dream, many others have been inspired by this vision and applauded the boldness of its prediction. 
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Advertiser: Nike GC

Brand Communications Manager: Andy Liu

Business Director: Dino Xu

Senior Director: Simon Lee (Creative)

Brand Manager: Samuel Minns

Creative Agency

Creative Agency: Wieden+Kennedy Shanghai

Copywriter: Josh King, Max Pilwat

Art Director: Josh King, Max Pilwat

Producer: Fang Yuan, Angela Liu

Executive Creative Director: Ian Toombs, Vivian Yong

Head of Integrated Production: Sanne Drogtrop

New Business Director: Jessica Sinn

Brand Communications Director: Che Lin

Head of PR & Activation: Rachel Xiao

Senior Account Executive: Xueer Ren

Head of Design: Fish Ho

Sound Producer: Charles Monnet (Big Knows)

Senior Planner: Leon Lin

Planners: Chris Kirkup

Account Managers: Shawn Kai

Business Affairs: Jessica Deng, Kathy Zhan

Designer: He Fan

Executive Producer: Bernice Wong

Production Company

Production Company: Hamlet

Executive Producer: Jason Felstead / Ruben Goots

Director: Ian Pons Jewell

DOP: Ben Fordesman

Producer: Sami Xia / Tim Zhang/ Joe Shen

Hair and Make Up: Ameena Kara Callender / Victoria Mesenbrink

Art Director: Daymon Wu/Assistant art director: Shu

Audio Production: Big Knows (Shanghai)/ Trim London

Set and Props Modelling: Asset:(MPC Bangalore - Manjunath Ramakrishnaiah, Jayadeep Chandran)

Focus Puller: Albert Wang

1st AD: Yu Pang Chang

Art Director : Daymon Wu/Assistant art director: Shu

Production Service

Production Service Company: Filmate Shanghai

Executive Producer: Priscilla He


Editor: Sam Bould

Edit Assistant: Megan Thorne

Post Production / VFX

Post Production Company: MPC Shanghai/MPC Bangalore

VFX Supervisor: Barry Greaves (Creative Director)On set VFX Supervisor: Eason Wu

Producer: Chris Li

CG Artists: Earn Lee, Chamishka Gamage, Aram Hakze, Alexey Mazurenko, Sean Baptist, Ember Chen

Online Artist: TingTing Su, Robin Liu

Motion Graphics: Derik Lian

Line Producer: Pooja Pandya (MPC Bangalore)

Lighting: Amlan M (MPC Bangalore)

Comp: Comp Artists: (MPC Bangalore -Jahnvi Mistry, Bala Krishnan R, Nanda Kumar, Pratyush Paruchuri)

Gaffer: Dickson

Prep: (MPC Bangalore -Abdul Labeeb, Akshay Agrawal, Trishul Phani Mishra, Yasasvini.V, Sudheesh TV, Jose J, Bijeesh, Jayakumar/ Prep Artist: Sugumar S

CG Supervisor: Christian Kalata

Compositor: Madhuka Gunasekera, Marielle Santens, Allegra David, Ginesh Gandhi, Minnie Chen


Music Company: Human

Composer: James Leibow & James Dean Wells (Human)

Creative Director: Craig DeLeon (Human)

Executive Producer: Carol Dunn (Human)

Sound Editor: Seb Bruen & Pär Carlsson (Trim)

Sound Design: Tim Harrison (Trim)/Charles Monnet (Big Knows)


Sound Engineer: Aho (Big Knows)

Executive Producer: Arthur Monnet (Big Knows)


Grip: Jiang Ge

Technology Partner

Production: Eddie McClements (Football Tech)

Category: Clothing/fashion , Sports

Genre: Comedy , Visual VFX